The task
For Joseph Atelier, I designed three things: a newsletter flow for the early access before their "Sweater Weather" drop, three Instagram ads for lead generation, conversion and a free format, and an Instagram invitation to a pop-up with Bagelboy in Amsterdam, with free bagels, coffee and goodie bags.
Idea & approach
My concept was "The Password": exclusivity through time and access, not discounts, because brands that sell out anyway gain little from discounts and attract less loyal customers. Each email has exactly one job (remind, prepare, sell, create urgency) and one filled button that names the result, like "Enter the shop". The urgency is real: access genuinely ends at noon, with no fake countdown. For the invitation, I drew the façade of Spui 26 as a line illustration in which every floor carries one piece of information.
Process
I started by checking the facts: fonts with the brand (Futura for everything), the real drop dates and how the existing newsletter works. Then I set up a Figma file with text styles, colours, spacing variables and components. I kept the brand's mail system, with its taupe buttons, product drawings and handwritten sign-off, and sharpened it: Futura, products with price and link, and a clear sequence. The invitation was drawn in Illustrator. Its animation is planned for After Effects: the floors drop onto the shop one by one, the gable lands last and people walk in, all in under eight seconds.
Result & learning
The designs were well received, and the animation follows once they're approved. Designing for an existing brand starts with reading its system before adding to it, and good conversion design is mostly about removing choices.