Scalable campaign pages for DPG Media
Smart, flexible landing pages: ready for high-traffic campaigns.
During my four years at DPG Media, I designed a wide range of campaign landing pages for major brands like AD, de Volkskrant, Libelle, Veronica Magazine, Margriet, and Flair. These campaigns run on short timelines and often go live at the same time for 10 to 20 different brands. Each requiring designs for both desktop and mobile.
And to add some extra challenge:
These types of design deliveries are also subject to a high level of ad hoc changes:
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The campaign offering can change mid-process.
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New design requests arise during stakeholder presentations.
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And there are always some last-minute content and copy tweaks.
As a UX designer, this means you have to design modularly and work in a structured manner. The design template should be scalable yet also offer room for a recognizable brand identity.
For newspapers the design was always kept neutral. But below you’ll see that magazines allowed for more colorful expression.
One UX template, infinite brand expressions
I used the in-house Figma token system, allowing the foundation of each page to be quickly updated from a single source. This enabled me to rapidly create the base UI for each brand. To add a more enticing and unique look and feel, I then refined the designs with minimal changes to make them visually more engaging.
The goal was to always create a solid base template that leaves room for creativity across brands.
This way, a visitor of Veronica Superguide will have a distinct experience compared to someone visiting Libelle. Consistent with the brand they know, love, and trust.
Same template, different vibe:
Smart templates, serious results
Due to this design approach the designs were efficient for development teams to implement but also conversion-oriented. The templates were developed through continuous collaboration between UX, development and the conversion team and were gradually refined based on data insights.
Given that DPG’s brands attract hundreds of thousands of daily visitors, well-designed landing pages have a direct and measurable impact on both conversion and user experience at scale.
Get in touch with me for your next campaign!
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I worked for:
I worked for: