role: Senior Art Director/Designer
The new Axe Effect site is designed to update and bring all the Axe families of products under one visually unified brand umbrella and to provide more context for their campaigns and also to create direct relationships between the campaigns and the products. The previous site had no product information lived under that domain and instead, it linked out to other retail properties. Now, users can toggle between campaign and product view mode, with related campaigns and products being cross referenced.
In addition, this new aesthetic is also making its way to other Axe brand properties, such as their YouTube Channel. This ever increasing consistency across these different online properties also serves to reinforce the brand. Below are some screen grabs of the site design and in addition, some screens from an alternate site concept.