most worth it
Art Direction
User Experience
Design
Typography
Photo Selection
background
The RealSelf Worth It ranking highlights the year's top-rated surgical and noninvasive cosmetic procedures, based on consumer Worth It Ratings. For the 2022 ranking, we were launching the first major campaign under RealSelf's refreshed brand identity, making it an opportunity to introduce the new visual direction across a high-visibility campaign.
Goals
To create a flexible design system that could accommodate the varying content and product needs of each page while making the campaign production process faster, more collaborative, and scalable.
my role
I established the visual direction using the new brand colors, typography, and design guidelines, creating a foundation that could set the tone for future marketing creative. I redesigned the experience across 40+ procedures and developed a navigation system that allowed users to quickly find relevant content.
Because we were limited to existing in-house imagery, I developed a creative cropping strategy to give visually similar procedures their own distinct look. This helped differentiate procedures that featured overlapping body parts while creating a more cohesive and engaging experience across the campaign.
process
Competitor badges
Previous Most Worth It badges
Badge exploration
Card exploration
Results
I created a scalable design system that organized and showcased 40+ procedures within the refreshed brand. Also established a clear, cohesive visual foundation for the Most Worth It campaign.
Most Worth It 2022 badge
The overall design was designed to resemble a seal and to convey the approval of the treatment. With the updated colors and font from the brand guidelines refresh allow the seal to stand out and give more of a presence. The market is saturated with “top lists” and most badges use similar colors. This sapphire color provokes trustworthiness, which is essential when sharing information about procedures.
Creative Direction Amy Belledin | Designer Gjeryl Fajardo | Copywriter Rachel Krause
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