Ancestry ECRM / EDM – Jon Read Senior Integrated Designer

The Brief:

To create the WW1 Phase 3 Remembrance campaign, with the main promotional focus on free access to wartime records for a limited time.

Client

Ancestry
Role

Design / Visualisation

The Purpose:

To provide clear design direction for landing page and preview, launch and last chance emails.

The Solution:

Proposed that the final stage of the promotion should move away from a sombre tone and adopt a celebratory one, reflecting the people's mood on hearing the Great War had finally ended.

Worked with testing and concluded that the CTA was most effective when placed immediately after the headline and again following the short copy.

Retouched images and framed key focal points using Ancestry graphics and blurring techniques in Photoshop.

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