KIM KOOB

Working directly with the eCommerce Art Director we created the strategy pitch then created the Holiday Style Guide, which other designers used to create assets. As the lead designer for holiday I worked close with the Art Director and with multiple teams to ensure campaign consistency. The idea behind this campaign was to tap into that nostalgic feeling of getting toy catalogs in the mail and building a wishlist of everything kids wanted during the holidays. It's loud, eye-catching, nostalgic, and was easy to translate across international markets being holiday-neutral. I worked with multiple designers, the art director who was leading the campaign and copywriters to concept direction and create a pitch deck for the eCommerce holiday sales push. We presented concept deck to multiple stakeholders for approvals.

 

Once approved, we built multiple mood-boards within Figma which were referenced during the visual exploration phase. All of us as a team came up with patterns, textures, type treatments and layout eventually coming together to build one big working file. Then we compiled campaign looks together using everyone's elements to start building the style guide.

 

The assets worked on includes landing pages, Shop site assets, email, paid media, video, social, stoppable, blog and international needs. The Gift Guide landing page is the first time the Shop site had their holiday campaign living within the Shop and had the capability for a subscriber to add to their wishlist directly from the page. They ended up being the highest performing pages in terms of sale conversions for 2021. Each campaign has a distinctive look and feel but was able to use the same template builds throughout the campaign for efficiency. Most assets were built within Figma.

 

Art Director: Aliana Rood; 

Design Support: Cliff Yang, Ivan Canevaro, Joshua Williams

Developer: Jeremy Tani; 

Copy: Kirstin Lorin, Earl Colomb, Paul Munger, Kirk Damato; 

Video: Casey Barteau; 

Producer: Jason Bevley