Launching Vogue’s first global fashion community presented a unique challenge. On one hand, we needed to explain what this brand extension was to Vogue’s audience. On the other, we needed to convince them the membership was worth the price. The solution I came up with addressed the audience directly, inviting/teasing them to learn more, while at the same time implying, “whatever this is, I don’t want to miss out on it.”

In the end, fashion lovers around the U.S. decided, "Yes, I am in," with net memberships exceeding goals by 35%.