Football DNA Marketing Campaign

MyHeritage

Marketing

Brand

Landing Page

Responsive Design

Introduction

The Overview

MyHeritage is an online genealogy platform with the web, mobile, and software products and services.

In 2018 FIFA World Cup took its place in Russia from 14 June to 15 July 2018. Then the MyHeritage Marketing Team decided to make a campaign with football players. MyHeritage gathered together eight legendary football players to reveal to them their ethnicity breakdowns with MyHeritage DNA.

The Goal

1

To attract the new audience that interested in football to MyHeritage DNA brand

My Role

1

Collaboration with the Project Stakeholders

As a Freelance Product Designer, I presented mockups to project stakeholders to get feedback. I worked closely with the Marketing Team, Head of Design, Copywriter and Social Media Manager.

2

Collaboration with the R&D Team

I provided graphic assets to developers, tested the website implementation

Design Process

My process started with wireframes review that I got from the Marketing Team and brainstorm about the Project Manager and Head of Design

Visual Language

Dark Theme

After the research I conducted, I saw that most sport websites and sport game interfaces have a dark theme with very bright elements. So the decision was to stick to the existing pattern

Dynamic and Bright Elements

To give a website the dynamic look I decided to the following: use the bold italic font and add bright multi-colored diagonal lines

Color Palette

To connect the design to the brand, I used MyHeritage DNA colors with the lines on the homepage. In addition, I decided to give each football player his own color that comes from the country flag. So in the player pages, I used "player color" on the top section of the site where a player overview is written. But from the ethnicity section and lower, I was using the brand purple color

Final Design

Homepage Web and Mobile Versions

Player Page Web and Mobile Versions

Key Learnings

1

Collaboration is the Key to Success

This is not new for me, but worth mentioning. Working with other people directly, sharing the process, and getting feedback will help a get better and much quicker result. I really believe that only with collaboration we can achieve a great result

2

Design for Sport Fans

This was the first time that I needed to design for the audience that loves sports, especially football. I enjoyed conducting the research on this subject. Also, I learned the names of eight football legends and their countries and teams

3

Symbols in Sketch will do the Magic

As a part of this project I needed to design one homepage and player page template, that would be used for all eight football players. So the player page will be developed one time and only image assets will be replaced according to the relevant player. Therefore it was the perfect time for me to learn how to use symbol overrides in Sketch, and I must say that this feature made my work on this project much faster and more productive. For example, the Project Manager asked me to enlarge the player names, and with the symbols, I did this change only one time and all assets were updated automatically on all mockup screens