Privalia - MGM
Privalia is the leading e-commerce company for flash sales in Spain. Within the Veepee Group, number 1 in the sector in Europe, it offers great discounts on top fashion, home, tech, food and travel brands exclusively for its customers.
Privalia is in the process of converging with the Veepee Brand. For this reason, all of its programs and materials should be infused with the Veepee DNA. This means increasing creativity and adding more fun to the formula with the objective of finding a middle ground between the two Brands.
Challenges
Motivate users to sponsor their friends and help them easily understand the process.
Thanking the user for registering, welcoming them into the family, rewarding and inform them with a voucher.
Outdated image and very focused on women. Needed to be more inclusive in order to get a wider audience.
Pain Points
Out-of-date from the convergence guidelines without art direction focusing on the platform and the brand
Text had no clear instructions on how the program works
CTA's text didn’t really align with the actions
My role
I was in charge of the Art Direction, the research, analysis, and creating a proposal to solve all the pain points. The copies were completed by a copywriter: Elena Martín, who created a short and easy text to understand how, when, and how much money the users can get if they were to invite a friend. Once the design was approved, I was in charge of the implementation and the follow-up with the development and local marketing team.
Solutions
I used the concept "Compartir es amar" (sharing is caring) as an art direction because there is nothing more natural than sharing a dessert to show love or friendship. Keeping a clean design focused on the message. On this particular project, I have also updated the green background according to the new green tone given in the guidelines and added a pink touch taking advantage of the fact that pink is the complementary colour of green while recollecting and associating it with the corporate colour. I have used the Poppins typeface in different sizes and weights to establish a reading hierarchy.