Essence Beauty Carnival

About the project

The Role
Sr. Digital Designer

The Problem:

Essence needed marketing assets for social media and out-of-home advertising.  To promote the Essence Beauty Carnival in NYC and in New Orleans for Essence Fest.

Beauty Carnival is a celebration of black women in fashion. Below are the motion graphics I came up with and the storyboard process to reach the final designs.

The Solution:

Come up with social marketing motion graphic that spoke to a black women and communicate information about the event that inspires and entertains. They need a design flexible enough to be featured on multiple platforms, communicated in a short period of time.

Goals:

Awareness, increase in ticket sales, social engagement.

Understanding

I needed to have a better understanding of how a black woman’s hair journey should be expressed. I consulted with women on the digital and print team to see if I was crafting a narrative that resonated with them and if they had suggestions on how to make a greater impact.

Exploring

I came up with a storyboard on how I would show black women’s hair journey through time, ending with information about the event. 

Part 2, I took the approved storyboard and created the motion graphic. The final was used for social and essence.com.

Beauty Carnival Promo 1