EXPO Chicago Landing Page

Background

Northern Trust is the presenting sponsor of the annual EXPO CHICAGO event, which is a premiere showcase for high-wealth individual art collectors and investors. The event is promoted to over 3,000 clients through multiple digital campaign assets and in a sponsored area at its Navy Pier venue. I was brought in as the Visual and UX Design Lead to create the central digital location for the campaign assets that would house the registration form and other event materials.  

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Design Objectives:

• Create a dynamic, personalized destination to drive event registrations for different types of VIP guests
• Provide a centralized repository for event resources and downloads
• Align with other marketing creative and materials to provide a unified experience

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Approach

After creating a mood board for inspiration, I jumped into hand sketches then designed a visual direction. The "Galleria" theme borrows from contemporary and modern art galleries with a high-stylized look and feel, and a unique focus on artwork mixed among different content sections.

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Design Solutions:

• I created both desktop and mobile designs for a fully responsive site.
• I created a comprehensive styleguide to provide guidance for the visual design, UI elements, and the developer.
• I designed custom HTML emails to complement the landing page.
• I designed to ADA “AA” color contrast standards in all colors, typography and UI elements to ensure accessibility and readability.

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Outcome

The client loved the "Galleria" design direction, and although the final design varied a little from the above, the campaign succeeded in a 12% higher RSVP rate than the previous year.