Summary: Handcrafted HTML/CSS website design, identity, and social media campaign for “LightHearted,” Freecell’s winning entry in the Times Square Valentine competition. The installation consisted of elliptical loops covered in lightweight fabric that transformed into a heart when lifted. We were tasked with creating an identity and website that would entice and facilitate massive participation for the event. [Visit archive]
Through signage we encouraged visitors to post their own photos of the event to Flickr. They were so compelling that we created a slideshow on the website showcasing great moments at the heart, including 4 proposals, 6 birthdays, and 1 Quinceañera!
To complement the communal and fun-loving spirit of the heart, we designed a website based around a love letter floating over Times Square. With the click of a button, the letter can be hidden to view a full-screen slideshow.
An intense promotional campaign was required to encourage visitors and volunteer participation, so we utilized Twitter, Facebook, and Flickr to build an enthusiastic following resulting in over 3,000 visitors in two weeks. [Wedding photo by Mark Weiss]
“Great design, which we knew we would get from Andrew and Chelsea, is the easy part of any project. The hard part is delivering content on time and on budget. We had web, social media, and print components that had to be considered, crafted, and deployed, and Deelux proved itself at every turn.”
-John Hartmann Partner at Freecell