As the sole UX designer at Cultural Care, marketing campaign pages were part of the job alongside core product work. The European marketing team came to me with a lead generation goal: build a landing page for a campaign targeting prospective au pairs across European markets. Users would arrive via Instagram and Facebook video ads, emotionally primed, likely on mobile, and possibly encountering Cultural Care for the first time.
The constraint that made this project interesting was the starting point. We weren't working with existing brand equity on the page. We were launching the new brand identity through this campaign. The landing page had to do three things at once: introduce the brand, explain the program, and convert.