Forbes
Art Direction, Design
Design Director: Alicia Hallett-Chan
Photo Director: Robyn Selman
I worked in collaboration with editorial, product, engineering, video and photography departments to conceptualize and create the aesthetic and custom build of the 2021 30 Under 30 digital presentation.
Package components include:
• 30 Under 30 2021 microsite
• The design of over 25 premium articles
• Promotional assets for social media, including motion graphics
• Visual assets for PR promotion
• Data visualizations
For the 2021 installment of Forbes 30 Under 30, we wanted to create a rich, bold digital experience that would highlight the personalities, vigor, and vitality of the 30 Under 30 honorees. We executed on that mission by using big, bold typography and a scaled back color palette that would allow the colorful, kinetic photography of Mamadi Doumbouya to take center stage, particularly in the “Category Mosaic” menu on the microsite homepage. The photo-forward approach informed the palette and execution of social assets and premium article designs as well.
Visit the microsite here.
MICROSITE HOMEPAGE: DESKTOP
The homepage introduces the year’s featured honorees via a sizzle reel, and after a text block introducing the list, leads to a dynamic “category mosaic” that showcases the package photography and provides a navigational jumping off point for exploring the list. A sticky navigation provides the opportunity to search by name or category, as well as share the package on social media. It also provides links to the full video collection for the package and the Under 30 Directory. A sponsored content module featuring content from The Macallan’s paid program is prominently featured below the category section.
MICROSITE HOMEPAGE: MOBILE
The mobile experience emulates the same structure and presents the same elements as the desktop version, but tucks the options in the top navigation into a hamburger menu in the upper right corner.
MICROSITE category page: DESKTOP
Each of the 20 category pages features a large square photo of the featured honoree in that category as the lead image, along with their name, title, and a quote. Users can click through to her modal via the ‘Read More’ CTA. Scrolling down, users will see the remaining 29 honorees in that category, including 2 sub-callouts shown through larger featured images. Additional blocks showing “All-Star Alumni” and the judges for the category follow, with links to additional 30 Under 30 content at the bottom of the page.
MICROSITE CATEGORY PAGE: MOBILE
The mobile experience follows the same structure, but with elements optimized for mobile in order to make the page scroll shorter overall, including horizontal boxes for non-featured honorees, All-Star Alumni, and Judges.
HONOREE MODALS: DESKTOP
Once a honoree’s image or CTA is clicked, a modal appears featuring their image, short bio, “Quick Facts”, a CTA to their full Forbes profile, and their social media links. Each of the 20 featured honorees has a short video featuring interview footage integrated into their modal as well. Users can navigate the category on the modal level by using navigational arrows on the left and right of the modal.
HONOREE MODALS: MOBILE
The mobile modals feature all the same content as the desktop version. One key difference is the use of a interstitial ad after every 5 honorees instead of having an ad integrated into the mobile modal itself.
30 Under 30 2021: Social Media
In collaboration with the social media team and the video team, I created a suite of assets, including static images, motion graphics and design templates for use in promoting the featured honorees and the 30 Under 30 package as a whole. Each featured honoree was featured in profile cards, quote cards, and interview videos. The 5 honorees the social team identified as having the potential to perform particularly well on social media received Instagram carousels/slideshows. Additional social assets included photo compilation images, category highlight images, and assorted logo color variations.
See highlights from the suite of social assets below.
In-Feed Instagram post images (highlights)
Appeared on launch and afterwards on @Forbes and @ForbesUnder30 Instagram accounts.
16x9 profile images (highlights)
Appeared on launch and afterwards on Forbes’ Facebook, Twitter and LinkedIn accounts.
In-Feed Instagram quote cards (highlights)
Appeared on launch and afterwards on @Forbes and @ForbesUnder30 Instagram accounts.
In-Feed Instagram carousel (Cami Tellez)
One of five 4-card Instagram carousels featuring photography, quotes and information about a particular featured honoree. Featured on @Forbes and @ForbesUnder30 Instagram accounts.
In-Feed Instagram carousel (Sabrina Carpenter)
One of five 4-card Instagram carousels featuring photography, quotes and information about a particular featured honoree. Featured on @Forbes and @ForbesUnder30 Instagram accounts.
