FLORENCE BY MILLS
✳ IN THIS PROJECT I WAS TASKED TO
conceptualize and design a complete campaign for Florence by Mills
TEAM
Solo Project
TIMELINE
Summer 2024, 10 weeks
SOFTWARE
Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Figma
ROLE
Branding + Visual Identity
OVERVIEW
During my summer graphic design internship at Power Digital Marketing, I learned how to craft engaging Email, Paid Social, Organic Social, and GDN deliverables for various clients, focusing on effective layouts and adhering to established design systems.
For my end-of-semester project, I was able to create a comprehensive marketing campaign for Florence By Mills and present it to the creative team at Power Digital. This project allowed me to bring together creativity and strategy across various platforms while ensuring consistency in the brand's messaging.
BRANDING
The “Glow With Flo“ campaign encourages young girls to start the school year confidently by reminding them that their inner glow is what makes them shine.
"Glow" represents not just outer beauty, but also inner confidence, kindness, and self-love—values at the heart of the Florence by Mills brand.
fonts & colors
I chose soft pastels, stars, and clouds as the core visual elements to create a dreamy, uplifting atmosphere. The colors and fonts are aligned with Florence by Mills' established brand identity to maintain a cohesive brand presence.
custom logo
I created a logo for the Glow w/ Flo campaign to give it a distinct identity. Introducing the IvyPresto font for the "Glow" text adds a layer of elegance while staying consistent with Florence by Mills' occasional use of similar serif fonts on their Instagram.
The subtle glow effect echoes the campaign’s theme of radiance and self-expression, contrasting with the brand's usually flat, bubbly elements to bring a fresh yet cohesive touch to the overall aesthetic.
DELIVERABLES
social media ad set
For the social media ad set, I focused on a 'Back-to-School Basics' theme, highlighting key products in a way that feels relevant to the season.
Feed:
The feed post features soft pastels, stars, and clouds to create a dreamy, uplifting atmosphere. The colors and fonts align with Florence by Mills' established brand identity, ensuring a cohesive look. The stars and clouds add a whimsical touch, playing into the idea of dreaming big and reaching for the stars.
Story:
For the Instagram story, I resized the visuals and added interactive features like swipe-up links to make it both engaging and actionable. I also integrated animations to test their performance on social media, as I’ve seen in past campaigns that they tend to boost engagement.
organic social posts
GDN banner set
For the GDN banner ads, I aimed for a clean and simple design, letting the headline, "Bright Futures Start with a Glow," take center stage and each ad focuses on a single image.
Given the GDN's reach, I decided to target the mothers of these young girls with a more direct and less playful approach than the social media ads. The goal was to grab attention and encourage clicks by delivering a clear and impactful message that resonates with parents.
email newsletter
For this email campaign, I featured our top A+ beauty essentials, like the cream blush and tinted lip oil, with images and links to shop. These are popular products with our young audience, so we wanted to keep the excitement going.
To add a personal touch, I highlighted some of Millie’s favorite products, making the campaign more relatable to fans of Florence by Mills who follow the brand because of her.
At the end of the email, I included a link to claim free stickers and a notebook, tying into the back-to-school theme. The notebook is a cute, practical giveaway for students, and the stickers add a playful way for them to personalize their school supplies.
Design Challenges:
In order to avoid the typical back-to-school visuals like crayon text or calculators, I used subtle graphics like a gridded background to resemble graph paper and decorative tape to stay on theme while aligning with the Florence by Mills brand.
a closer look at the additional collateral
The notebook and stickers can be included in orders as a freebie or used in promotional giveaways. The wallpapers with inspirational quotes can be featured on Florence By Mill’s Instagram highlights for users to download.
Feed:
I featured a simple school morning routine using Florence by Mills products. Since our audience is primarily young girls, I wanted to avoid promoting heavy beauty routines. Instead, the content focuses on small, meaningful steps like cleansing, moisturizing, and applying sunscreen—creating an easy and approachable routine that helps them feel good in their own skin.
Story:
For the story, I took a different approach to build a sense of community around Florence by Mills. I encouraged users to share their first-day looks and routines with Florence by Mills products using the #GlowWithFlo hashtag. By focusing on real experiences from the community, this story creates an opportunity for connection and engagement.
