Club Thirteen
Designers: Elise Garrison, Emily Adamson
Role: UI/UX Designer, Creative Direction, Product Designer
Time Frame: 2 Months
Tools: Figma, Adobe Illustrator, Adobe Photoshop, Adobe Indesign, Adobe After Effects
Winner of Mary Kay's Intern Project. Designed to answer the question, "How can we connect Mary Kay Ash to a Gen Z audience?"
By understanding Generation Z’s needs and wants in a company, we created a completely free program that hosts a resource of information to grow professional development and connect a new audience to Mary Kay and Mary Kay Ash’s values without promoting the company’s current direct-to-sales business model.
Final Design
The Club Thirteen Website is able to host all of the information regarding the program and keep members informed on the latest content being created. It also was designed to reflect Mary Kay Ash’s aesthetics and motifs throughout each page, highlighting who the founder is.
Design Process/Art Direction
Deep research into the aesthetics of Mary Kay Ash as well as the trends of Generation Z brought together the conclusion of bringing back her iconic vintage style through our branding.
When looking for ways to communicate with Mary Kay Ash’s values that target Gen Z, we found that “47% of Gen Z are monthly podcast listeners, estimated 2.4 million,” according to the SXM Media and Edison research. This led to the design of a podcast and brand encompassing Mary Kay Ash and her identity in an appealing way to our target demographic.
Following this we began expanding the branding to go beyond a podcast and into a full program that aids in professional development for the younger generation.