Art Direction & Campaign
Nadine Merabi: Gold Standard Glamour
My role
Sole graphic designer at the luxury occasionwear brand for a period, owning this work end to end: campaign concept, design and headline copywriting. The social campaign ran across the brand's channels; email designs were brand-evolution concepts I developed in-house.
The campaign
Celina: a show-stopping dress crafted from liquid gold sequins, needing a launch to match.
The headline, "Gold Standard Glamour", works twice: a literal nod to the material, and a statement about the quality of design and production. My push as a play at a memorable hook for the launch.
The visual device: a pixelated frame around the focal imagery, an abstract take on the shimmering sequin mosaic of the dress itself. Applied across Instagram stories and Facebook ads, while feed content was deliberately styled closer to the brand's evergreen feel, because feed posts outlive campaigns and shouldn't be hostage to one.
It was important to consider all levels of the funnel within the social media advertising campaign. In addition to the more image-led campaigns running on Instagram, I approached the design for Facebook ads differently, with a more message-driven direction.
The brand evolution
Alongside the live campaign, I developed a set of concepts for the Celina email campaign.
The email designs were intended to bridge the gap between the attention-grabbing register of the ads and the full listing on the store, styled as one system with the campaign.
