The Pink Locker Society : Brand and website development
Debra Moffitt / St. Martin's Griffin / Kidshealth

KidsHealth came to Matt to design the brand for one of their side projects, The Pink Locker Society. The idea was to make it fun and appealing to girls (but not too cutesy), while making the accompanying website informative, yet very interactive. Also do it for about 1/4th the price an agency will charge.

Working closely a content editor and book's author Debra Moffitt, Matt created a website that resembled a scapbook kind of feel. On the home page (pictured above) he created everything in their own lilttle sections. Matt thought that would be an easy way to swap out things that were not working and also move things around from time to time to keep the page looking refreshed.

He tried to keep this page, and all the accompanying pages, very visual so when kids came to the site they would stay awhile. The design worked well because from launch to months later the average viewer landing on the site stayed 4-5 minutes and would go 3-4 pages in. Below are other examples of the site and branding Matt put into this project.



Logo design
The logo was a little challenging at first. KidsHealth needed it to fit in a thin vertical space while also a minimal height horizontal space. Since the title itself, is very lengthy, Matt decided to go with two logo treatments that stayed consistent enough to know it was the same brand. The combination of these two versions of the logo worked throughout every situation design and marketing encountered.


Web banners
Working with illustrator Chuck Gonzales, Matt, along with Debra Moffitt created the look and feel of the gals (Kate, Jemma, Piper, Bet) to be used throughout the campaign and marketing materials. Above are 3 different web banner designs that were created to run on Kidshealth.org. The characters seemed to attract attention because, in the first month alone, we had over 300,000 visitors from Kidshealth.org to pinklockersociety.org because of these banners.


Online Reader
Matt designed this pop up component for people interested in the book, before purchasing, could read a couple of chapters. He worked closely with freelance flash designers to create the functionality of this feature. Highlights included a jump to chapter mechanism, turn pages, tell a friend function where you could email alert a friend about the book and a function where clicking the lamp would turn it on and off making the page look dark and light.


Customize your Locker game
Matt designed this pop game with the idea in mind that kids can design and/or customize their own digital lockers. Working with other on staff illustrators and freelance flash designers they created over a hundred vector items that could be mixed and matched for customization using a drag and drop functionality. CLICK HERE to play around with the game.

Overall, the site and book were a hit. St. Martin's Press recently acquired the property and the book website has been relaunched. The site went through a style change but since Matt was more involved in the original version, he thought he would feature this, instead of the new one.


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Note: All information is for educational purposes only. All artwork and characters are copyright and trademark of their respective owners.
© 2016 Matthew J. Luxich. All rights reserved.