Diesel
What is Diesel
Diesel is an Italian fashion brand known for its bold identity and strong presence in denim and lifestyle apparel. They asked for a Father’s Day campaign page. The experience guided users through a few questions to suggest a gift and also included a branded content section with a drink recipe.
The challenge
The briefing defined a responsive Father’s Day landing page with two stages: a branded content section teaching a drink recipe, and a quiz that ended with product suggestions based on the father’s profile. The audience was the son, not the father. Someone landing there wanted help pleasing their dad and picking the right gift.
Two things were open in that brief. The quiz was not a recommendation engine, it ended in a short pre-selected list, so there was a real chance none of the suggestions would land. And the page had no visual direction to follow, so those decisions were mine to make.
On top of that, the deadline was one week to deliver everything ready, design and front end.
Solution
I proposed a third section showing more pieces from the store. If the quiz missed, the visitor still left with options instead of a dead end.
For the visual direction I went into Diesel’s brand as it was at the time, built around black rather than the red logo the brand uses today, with thick black lines running through the identity. I also asked for access to their image bank, so the page could use their own model photography instead of generic assets. The result was a landing page that read as Diesel, carrying the video they had produced for the drink recipe and the quiz I built around it.
I designed the page and coded its front end. That split was their request: they asked whether I could handle the front end, and the Diesel team took the back end from there.
