Objective
Max Mara launched an Aspen pop-up boutique at Hotel Jerome with the goal of building North American visibility while staying true to its global luxury identity. I created an elegant digital campaign anchored by a custom landing page, optimized for both desktop and mobile. The page featured editorial storytelling, curated product highlights, and activation details—designed to capture Aspen’s clientele while reflecting Max Mara’s signature sophistication.
The campaign delivered measurable results: a 38% lift in site traffic, a 22% increase in email sign-ups, and 1,200+ RSVPs generated through the landing page. In-store, the activation drove a 30% increase in foot traffic over the weekend, with boutique sales outperforming projections by 15%. By marrying global brand guidelines with a localized digital-first strategy, the project proved successful in converting awareness into both online engagement and real-world revenue.
Aspen Pop-Up boutique at Hotel Jerome
Case Study:
Mid-Autumn Festival Campaign
Objective
Create an elegant digital campaign for the North American market that aligned with Max Mara’s global branding while driving both online and in-store traffic.
Approach
– Designed a responsive email campaign highlighting the Mid-Autumn Festival with localized offers.
– Balanced heritage design with modern UX principles to optimize readability across desktop and mobile.
– Included promo codes, shop links, and store locator CTAs to seamlessly connect digital touchpoints with in-boutique experiences.
Scope
Sole designer for the North American market,
spanning e-commerce, retail, marketing, and events.
Impact
– Designed campaigns across 20+ boutiques in the U.S. & Canada
– Created OOH assets for Times Square + 50+ transit & mall placements
– Produced 30+ digital campaigns with email open rates up 18% YoY
– Delivered VIP collateral for fashion dinners & celeb events, boosting attendance by 40%
– Supported e-commerce assets that drove a 12% lift in seasonal sales
Mediums
Print, Digital, Retail, Clienteling
Tools
Adobe Creative Suite, Figma, Shopify CMS, Showit, After Effects, AI-driven workflows (Midjourney, Topaz, ChatGPT, automation systems) — leveraging AI for faster prototyping, image generation, and scalable creative solutions.
OOH Campaigns — Times Square, JCDecaux Transit & Luxury Mall Signage
Developed billboard, transit shelter, and lightbox executions that retained Max Mara’s refined identity—both at large scale (Times Square digital display) and street level (bus shelters, kiosks).
Digital & E-Commerce Campaigns
Designed seasonal digital assets for Fall/Winter fashion shows and capsule launches, including homepage banners, landing pages, and email campaigns for the North American market. Every execution balanced global campaign direction with local digital needs—ensuring that luxury storytelling translated seamlessly across e-commerce, mobile, and email.
Events & VIP Clienteling
Crafted elevated print & digital collateral for Max Mara’s luxe experiences—fashion dinners, VIP shopping in Aspen & the Hamptons, celeb guest events (e.g. Lili Reinhart)—including invitations, passes, and evites that felt as exclusive as the moment.
Homepage Hero Banners — Seasonal Launch
Created homepage visuals aligned with global brand campaigns, optimized for both desktop and mobile. Focused on clear hierarchy, strong CTA placement, and luxury presentation.
PDP Graphics — Product Detail Page Enhancements
Designed supplemental imagery and layouts for product detail pages, elevating conversion potential while staying aligned with Max Mara’s brand minimalism.
Scope
Sole designer for the North American market, spanning e-commerce, retail, marketing, and events.
Mediums
Print, Digital, Retail, Clienteling
Tools
Adobe Creative Suite, Figma, CMS Templates
Impact
– Delivered cohesive visual assets across digital and retail, maintaining brand consistency across 20+ boutiques.
– Designed collateral for VIP events in Manhattan, Aspen, and the Hamptons, driving record attendance.
– Developed e-commerce assets that supported double-digit seasonal sales growth in North America.
– Produced celebrity-facing collateral (Lili Reinhart event + award dinner) that boosted press coverage and social engagement.
Email Campaign — Capsule Collection Announcement
Designed responsive email templates highlighting capsule launches, ensuring legibility and elegance across devices. Optimized imagery + type for high engagement.
EVENTS & CLIENTELING
VIP Dinner Collateral — Menu & Place Cards
Designed branded dining materials for high-touch client events, where every detail reinforced Max Mara’s luxury image.
Private Preview Assets — Invitations & Signage
Created a suite of collateral for exclusive North American previews. Ensured seamless experience from printed invite to in-store visual environment.
BRAND STEWARDSHIP
North America Campaign Adaptations
Interpreted global brand guidelines for the North American audience, adjusting layouts, type hierarchy, and scale while maintaining fidelity to Max Mara’s luxury DNA.
Immersed in Luxury UX
Impact by the Numbers
– 18% lift in email open rates
– 12% boost in seasonal e-comm sales
– 40% higher attendance at VIP events
– Assets used across 20+ boutiques
CREATE YOUR KINGDOM
Learned to adapt Italian global campaigns for the North American market while safeguarding brand DNA.
Bridged Print & Digital
Delivered across mediums — from Times Square billboards to 30+ e-commerce campaigns and 50+ VIP event assets.
How It Worked at Max Mara
Case Study: Max Mara North America
Graphic Designer — North America (Print + Digital Hybrid)
where every pixel felt as refined as the clothing itself.
Scope
Sole designer for the North American market, spanning e-commerce, retail, marketing, and events.
Mediums
Print, Digital, Retail, Clienteling • Tools Adobe Creative Suite, Figma, CMS Templates
Impact
– Delivered cohesive visual assets across digital and retail, maintaining brand consistency across 20+ boutiques.
– Designed collateral for VIP events in Manhattan, Aspen, and the Hamptons, driving record attendance.
– Developed e-commerce assets that supported double-digit seasonal sales growth in North America.
– Produced celebrity-facing collateral (Lili Reinhart event + award dinner) that boosted press coverage and social engagement.
Role: Graphic Designer, North America (Print + Digital Hybrid)
Scope: Sole designer for North American market, spanning e-commerce, retail, marketing, and events
Mediums: Print, Digital, Retail, Clienteling
Tools: Adobe Creative Suite, Figma, CMS Templates
This body of work reflects the duality of luxury design: print and digital coexisting seamlessly. At Max Mara, I had the privilege of shaping how the brand appeared to every North American client—online, in-store, and at exclusive events.
SAY HELLO
Ready to create luxury your clients can feel?
Let’s connect—book a free call or send me a message to begin elevating your brand experience.
Use the form to the right or email me at snaegelebueno@gmail.com
