SCENARIO
Bydee’s latest swimwear collection launch.
THE ASK
Create a cohesive campaign for the launch, delivering design assets across web, EDMs, and social media.
AUDIENCE
Young female consumers who view swimwear as an occasion purchase, investing in pieces for events, holidays, and destination travel.
PROJECTED CAMPAIGN SUCESS METRICS
Design decisions were mapped to key e-commerce metrics to estimate how the campaign could improve engagement and conversions.
Click-
Through Rate
DESIGN ACTION
Strong and consistent hero imagery and clear CTAs (Shop Now + Shop Coastal Muse).
PROJECTED IMPACT
Expected CTR of 3–5% from social and EDM, driving users to the landing page each campaign.
3-5%
Click-through rate
1.2-2K
Users / Campaign
Bounce
Rate
DESIGN ACTION
Prioritised new collection products at the top of the page to minimise friction and encourage immediate exploration.
PROJECTED IMPACT
Expected bounce rate of 25–30%, indicating visitors stay longer and explore the new swimwear range instead of leaving immediately.
25-30%
Bounce rate
40%
Bounce rate average
Add to Cart
Rate
DESIGN ACTION
Designed EDM and social content highlighting popular styles that link to a landing page where imagery from the new range is followed by immediate product listings, encouraging seamless browsing.
PROJECTED IMPACT
Expected ATC rate of 12–15%, driven by clear product layouts and visible purchase actions that reduce friction between browsing and purchasing.
12-15%
Add to cart rate
8-10%
Add to cart average
Product
Engagement
DESIGN ACTION
EDM highlighting popular bikini styles and social media content showcasing the full collection with direct links to shop.
PROJECTED IMPACT
Expected average of 4–6 product page views per visitor, up from a baseline of 2–3, driven by traffic from EDMs and social media and structured landing pages that encourage browsing the full collection.
4-6
Page views / Visitors
2-3
Baseline views
PROJECTED CAMPAIGN SUCESS METRICS
Design decisions were mapped to key e-commerce metrics to estimate how the campaign could improve engagement and conversions.
Click-Through Rate
DESIGN ACTION
Strong and consistent hero imagery and clear CTAs (Shop Now + Shop Coastal Muse).
PROJECTED IMPACT
Expected CTR of 3–5% from social and EDM, driving users to the landing page each campaign.
3-5%
Click-through rate
1.2-2K
Users / Campaign
Bounce Rate
DESIGN ACTION
Prioritised new collection products at the top of the page to minimise friction and encourage immediate exploration.
PROJECTED IMPACT
Expected bounce rate of 25–30%, indicating visitors stay longer and explore the new swimwear range instead of leaving immediately.
25-20%
Bounce rate
40%
Bounce rate average
Add to Cart Rate
DESIGN ACTION
Designed EDM and social content highlighting popular styles that link to a landing page where imagery from the new range is followed by immediate product listings, encouraging seamless browsing.
PROJECTED IMPACT
Expected ATC rate of 12–15%, driven by clear product layouts and visible purchase actions that reduce friction between browsing and purchasing.
12-15%
Add to cart rate
8-10%
Add to cart average
Product Engagement
DESIGN ACTION
EDM highlighting popular bikini styles and social media content showcasing the full collection with direct links to shop.
PROJECTED IMPACT
Expected average of 4–6 product page views per visitor, up from a baseline of 2–3, driven by traffic from EDMs and social media and structured landing pages that encourage browsing the full collection.
4-6
Page views/
Visitors
2-3
Baseline views
WEBSITE LAYOUT
Laptop
Mobile
EMAIL MARKETING
Laptop
Mobile
SOCIAL MEDIA
BRAND GUIDE
To maintain cohesion, I built the campaign around a consistent visual system, using a colour palette built off the existing Bydee brand. Typography was also a deliberate choice as I selected a fluid typeface that subtly mimicked the movement of ocean waves, reinforcing the beach-inspired mood. Together, the recurring colour palette, imagery, and typography created a unified, collection-like feel rather than a series of disconnected visuals.
TYPOGRAPHY
H1 Tropical Maokai - Regular 255px
AaBbCcDdEeFfGg
Subheading Catamaran - Regular 40px
AaBbCcDdEeFfGgHhIiLlJj
Body Baskerville - Regular 24px
AaBbCcDdEeFfGgHhIiLlJj
