Primark feature imagery
The mission
I artworked and prepared all imagery for the Primark website, creating engaging moodboards, GIFs, bordered imagery, and retouches where required. This also involved reformatting imagery to the correct dimensions for a wide range of uses, including mobile snippets, hero banners, feature crops, social media stories, and Google and Pinterest advertisements.
Understanding the consumer
Understanding the Primark consumer was integral to this role. I carried out extensive research into who typically shops at Primark and the type of content they want to see across the website and social media channels.
While Primark attracts a broad range of shoppers, the primary focus group is teens to young adults. As a result, all visual design decisions were made with this audience firmly in mind.
The process
Working closely with the editorial writers within the web team, I created artwork that reflected the mood and tone of each article. I also produced hero imagery for both the website and social media, often needing to showcase it ahead of the main collection shoots.
In collaboration with the art directors and the Dublin photography studio team, I developed weekly, monthly, and yearly schedules for myself and the junior designers. This ensured a clear workflow for when shoots would need to be artworked, refined, and finalised.
The results
Designed and reformatted assets across the website, producing artworked imagery, engaging moodboards, and GIFs to enhance the Primark online experience.
