In September 2020, we reached our one year anniversary of our TMall classic launch by hosting a pop up event in Shanghai. We partnered with AMA (a collective of artists, musicians and talent) and created UO X AMA products. This event included several interactive art installations, live workshops led by various artists, and showcases of our upcoming product lineups. The theme of the event was focused on celebrating differences, seeing things from new perspectives, and embracing what makes us all unique.
Design Challenge
Our goal was to raise brand awareness and showcase UO’s upcoming products, by collaborating with the local artist community, to launch a large interactive event. We needed to provide the right level of autonomy for the artists while maintaining the UO brand aesthetic.
Responsibilities
- Concept and execution of the logo and branding
- Lead the design for branded experiences and cross channel marketing
- Curate and ensure proper implementation of the design system for both offline and online collateral
- Event space artwork including; wayfinding, entrance wall design, window art, posters, stickers, patches, etc.
- Art Direction
This design system guided customers to our event and helped them navigate through the space.
Our digital campaign gained over 4.4 million impressions (+50% of our projection), and our Wechat following increased by about 5k during the event days. Visits to our ecommerce site grew by 60% during the event.
Team
Mika Osborn – Art Direction and Design, James Mackenzie – ACD Brand Voice & Digital Experience, Happy Gao – Marketing Director (UO China), Boa Hung – Community & Experimental Marketing (UO China), AMA – Offline Event Partnership, Magic Panda – TMall Partner Agency, Digital & Social
Mika Osborn 