Both& Bella: a brand campaign and microsite experience
Brand Partnership
Website Design
Microsite
Campaign
Social Media Creative
OOH Print Ads
Both& partnered and collaborated with actor Bella Ramsey on a campaign that aimed to center stories from the Queer and Gender-nonconforming community. The campaign included a special photoshoot with Bella and photographer Rachel Kiki, arranged by Both&. It culminated in a digital scavenger hunt and a unique microsite experience that showcased hidden prizes and stories submitted by the community.
Team
Head of Design and Principal Designer - Myself
Website Development Team - Digital Surgeons
Advisor - Pete Sena
(see end of page for additional credits)
A digital safe space to discover stories and more
Our goal was to create a digital experience that encouraged exploration and discovery. The journey of gender and identity is different for everyone — it can be joyous and celebratory, or isolating and tumultuous. When facing a challenging time, especially in environments that invalidate your existence, it is incredibly important to see and hear stories of others who have gone down similar paths.
Kicking off with Bella's personal story about their gender journey, the campaign encouraged participants to write their own letters to themselves, and to discover stories submitted by other folks.
We have been so moved by the community’s participation and positive response to this project. This digital experience is an example of how a brand campaign can successfully engage an audience by leading with community over product.
The microsite experience includes a form field where visitors can submit their own stories. Their story will then be added to the sea of letters on the website for others to discover and read.
Part of the campaign includes hidden prizes and giveaways to encourage participation from the community.
Promoting the campaign through socials and wildpostings
To ensure a wide reach, we strategized a social and OOH launch campaign to drive audiences to the microsite. A component of the campaign included an interactive scavenger hunt to encourage engagement.
Campaign results
The Both&Bella campaign received quite a lot of press from editorial platforms including GQ, Them, Teen Vogue GayTimes, and Attitude. We also received countless of positive comments on Both&'s social media pages.
14+
press articles
Additional Credits
Photographer: Rachel Kiki
Photography Direction: Bella Ramsey
Social Media and Community Manager: Anthony Rogers
Both& CEO and Founder: Finnegan Shepard
