Brandy Melville A/B Test
MSc · Data Analytics for Marketing (7MARK018W)
Personal
A good invitation tells you what the night will feel like before it tells you when to arrive.
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Invitation designArt directionIllustrationTypographyEvent design
The Brief
I take any chance I get to be creative. My twenty-fourth birthday was two nights — a movie night, then cocktails with friends — and I designed the invitations for both, for fun, and as art direction for an event.
I knew I wanted to screen a Wes Anderson film. I've always loved his films and his creative style, but I didn't know which one, so I designed an invitation for each option. We went with The Grand Budapest Hotel. The invitations went out digitally.
Movie Night, Three Ways
Each option borrows a different film's world — its colour, its type, its framing — so the invitation already feels like the evening.
The Grand Budapest Hotel — the film we screened. I drew the hotel from scratch in Canva. Isle of Dogs — the film's poster language.
- The Grand Budapest Hotel — the hotel's pink, a serif label on each line and the details set in script, like a card left at the front desk.
- Isle of Dogs — えいがのよる ("movie night") running down the left edge in red Japanese display type and たんじょうびパーティ ("birthday party") under my name, with a sunburst and the details small and right-aligned. I chose the Japanese myself.
- Moonrise Kingdom — a still from the film's cove, with the title in a looping yellow script across the water and the details in yellow capitals.
Then, Cocktails
The second night needed a different energy. "Let's Cheers — to twenty four" is a retro bar poster for the night I co-hosted with my friend Lisa — halftone hands raising two coupes, blocky display type in red and peach, and the details stacked into colour blocks around the image. It was inspired by vintage images I found online and by Lisa's feedback; the design is mine.
Four invitations, one birthday.
The set
What I learned
- Borrowing a film's palette and type is a constraint, and constraints make personal work better — every choice had to earn its place in that world.
- Hierarchy still matters when the audience is your friends. The when and the where have to survive the art direction.
- Designing every option is a good way to make a decision. Seeing all three films as invitations made choosing the film easy.
Where I would take it next
- Turn the set into templates friends can reuse for their own film nights.
- Try the same idea in motion — a ten-second animated invitation for Instagram stories.
Next project
Brandy Melville A/B Test
An online experiment with 102 Gen Z shoppers — would inclusive imagery change how they feel about Brandy Melville, and would they buy more?