Embedded Files
Service:
UI/UX
Client:
The Financial Times
Year:
2025
The campaign is built around a three-part editorial series highlighting butler-led personalisation, world-class gastronomy, and storied design. The creative approach focuses on creating luxurious, editorial designs, reflecting the grandeur of Raffles London.
The Art Direction
The art direction uses refined serif typography and a neutral, elegant colour palette. The imagery feels immersive, emphasising the grandiose architecture and allowing the reader to focus on the details.
The UI Design
Each landing page uses an immersive split-screen layout to elevate the imagery while giving clear hierarchy to typography. Strong typographic contrast and spacing guide attention and draw readers into the narrative as they move through the page.
My role
I designed the shared UI layout for the Raffles campaign, ensuring a consistent and engaging experience across all three articles. I selected and defined the animation effects to support the storytelling and led a clear, well-documented handover to developers to ensure accurate and smooth implementation.
Outcomes
3
Article Pages
53,550 +
Page Views
61s
Avg. Attention Time
80%
Scroll Depth
2,897,022
Ad impressions
0.86%
Avg. CTR
Google Sites
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