CASE STUDY

Olivia Rodrigo

A multifaceted collaboration with Elva and EQL to create a digital site experience and expand audience reach.

Introducing the Problem

First Ignite launch in collaboration with new partnerships team.

Challenges

  • Warned in advance that approvals could be difficult to achieve.

  • Limited Figma access.

Goals

  • Differentiate partnerships and collaborations from seasonal and retail product launches.

  • Find ways to broaden the Stanley audience to include Gen-Z.

Solution

For copy concepts, I researched Olivia Rodrigo’s Instagram captions and official website.

I pitched to use a lowercase paragraph font to read as more casual while echoing her GUTS aesthetic.

Got Figma access. Reviewing and editing copy as layouts were updated reduced typos before site went live.

Collaborated with Elva on site design. Product team confirmed Olivia Rodrigo had a hand in the look and feel of the design. Read that she was big into astrology. Took notes and drafted the Foreword blurb. No copy change requests made.

Pitched to format the product description and specs to look like an album track listing. Idea approved.

I created the product copy to embody Olivia Rodrigo’s ethereal aura. Musical references are scattered throughout as a nod to the Livvies fandom.

In addition to working Elva, I also collaborated with EQL and DTC for this launch by creating the FAQ sheet copy and steps on how to enter.

My initial pitch for to conclude the site experience was to offer a brand donation match (with purchase) to Olivia Rodrigo’s Fund 4 Good. Worked with DTC team to try to make this happen. Didn’t get approved.

As an alternative, I pitched, “And then? And then!” An infamous call-and-response fan chant, shouted during “Bring Him Back.” Creative Director for Olivia Rodrigo’s team said Olivia loved the idea.