Hearst Magazines
Client: Hearst
Role: Designer
Scope: Email, Social, Web, Display
Year: 2016
During my time at Hearst, I designed across a broad portfolio of titles including Harper's Bazaar, Good Housekeeping, Elle Decor, O The Oprah Magazine, Woman's Day, and Popular Mechanics. The work centered on a sweepstakes program spanning web entry forms, promotional emails, Instagram and Facebook posts, display ads, and LinkedIn in-feed units, all built to drive subscriptions. Each execution had to honor the visual identity of its publication while fitting within a shared structural framework, flexible enough to stretch across titles as tonally different as Harper's Bazaar and Popular Mechanics.
Each sweepstakes campaign paired a branded entry form with a matching promotional email, designed to work together as a cohesive unit. The forms lived on the web and were built to convert, while the emails drove traffic to them from Hearst's digital magazine audience. Every execution was tailored to the publication it represented, adapting tone, typography, and imagery to fit a range of titles.
To extend the sweepstakes campaigns onto social, I designed a series of Instagram ads tailored to each publication's visual identity. The posts were built to stop the scroll and drive followers directly to the sweepstakes entry forms, using bold headlines, prize callouts, and on-brand imagery to make the value proposition clear in a single glance.
Alongside the sweepstakes work, I designed a variety of display, Facebook, and LinkedIn ads focused purely on driving magazine subscriptions. Each ad was built around a clear, direct offer, stripped of any sweepstakes mechanics and designed to convert on the strength of the publication's brand alone. The creative had to work across a range of sizes and placements while staying true to the visual identity of each title.
