Presidents’ Day Campaign

Challenge: Concept and design a creative wrapper for the Major Shopping Holiday, Presidents’ Day. Due to the brand’s assortment and customer style, this campaign needed to feel seasonally relevant while maintaining an elevated aesthetic.

Services: Art Direction, Campaign Branding + Development

Copywriter: Grady Ross

Winter Wanderlust

This concept direction

Screen Shot 2020-02-01 at 3.15.29 PM.png

Screen Shot 2020-02-01 at 3.15.52 PM.png

Textures & Graphics

This iteration uses bold, energetic colors, overlapping organic shapes, and focuses on the unexpected change of perspective.

Screen Shot 2020-02-01 at 3.16.00 PM.png

Next Steps

Received feedback from internal stakeholders to tone down the color prominence of the graphic treatment. When comparing these concepts to our Top Tier 1 Promotional creative (Cyber Monday/Black Friday and Annual Sale), Presidents’ Day creative should not be visually louder.

I was also asked to create the second hero slider for both concepts. This hero slider would feature the smaller sale VP prominently. While creating the additional assets, the original design for Concept 1 - Wanderlust needed to be altered due to the need of flexibility so both heroes would feel related.