Embedded Files
Service:
UI/UX & Marketing Design
Client:
The Financial Times
Year:
2025
The campaign is built around a three-part editorial series exploring how elemental terrains - snow, sand, and surf - challenge and inspire human potential. Each article features a guiding figure such as a skier, a movement expert, and a surfer - who reflect on what each element teaches us about control, surrender, resilience, and self-discovery.
What happens when you lean into extremes—and discover wonder on the other side?
An editorial series that invites readers to move through the world’s most powerful elements—where emotion leads, and the Bentley Bentayga becomes the silent narrator of each extraordinary journey.
My role
Working alongside the design team, I led the end-to-end UX/UI vision, creating a cohesive visual language that connected the product experience with its marketing touchpoints. The goal: a modular, responsive layout the developer could replicate effortlessly across all three articles.
Responsive thinking was built in from day one. Mobile-first by design, the layout flexed beautifully across phones, tablets, and desktops — never losing its visual integrity or ease of use.
The Audio
The journey pairs the visuals with ambience soundscapes, capturing the natural beauty of the surroundings for the ultimate immersive experience. The audio clips can be activated/deactivated by the user at any chosen time.
Marketing
Our marketing strategy is powered by a dynamic campaign that combines social amplification with high-impact display traffic drivers across ft.com, designed to seamlessly guide audiences toward our content.
To maximize engagement and maintain momentum, the promotion is structured into two compelling bursts. The first phase captivates readers with short-form videos that immerse them in the rich and imaginative world of Terrain. The second phase elevates the experience, spotlighting striking artistic photography and showcasing the elegance of our chosen font—keeping the narrative fresh, inspiring, and visually irresistible.
Our social promotion has focused on LinkedIn and Twitter achieving a total of 11.4 million ad impressions, 90k clicks, and 96k engagements. On LinkedIn, there was a higher than average CTR performance which indicates that there was an appetite for the content and it was able to spark curiosity amongst this audience set.
Our onsite display traffic drivers always come in 3 standard sizes with the MPU being the only one displayed on mobile. That makes it one of the most important assets as more than 75% of our readers use mobiles instead of desktop or tablet devices.
Outcomes
3
Article Pages
38,069
Page Views
35s
Avg. Attention Time
70%
Scroll Depth
12.9mn
Marketing Impressions
Google Sites
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