Building Brand Consistency & Engagement Through Season-Driven Storytelling
A Classic Summer Campaign
The Goal
Create our first seasonal campaign from scratch to build a more cohesive brand identity, improve visual consistency across channels, and increase engagement and sales.
My Role
Senior Marketing Associate and Graphic Designer - I owned this project end-to-end, from concept development through execution across email, web, and print.
Constraints
Operating within a top-down approval structure at a startup meant limited freedom for experimentation and no pre-existing campaign framework. I focused on staying organized, being resourceful with available assets, and using this opportunity to expand my skills in campaign planning and art direction.
01.
Creative Direction
02.
Storytelling
03.
Campaign Strategy
Skills Demonstrated
Campaign Planning and Creative Direction
Created a mood board based on our agreed summer theme, drawing inspiration from lifestyle, color theory, and competitor analysis.
Planned props, attire, and featured products for two photoshoots: one still-life, one on-body. Coordinated with photographer, models, and internal staff to meet production timelines. Directed lighting, styling, and composition in close collaboration with the photographer to ensure assets aligned with the brand and seasonal tone.
On a hot summer day, she will find herself kicking back in the park with a thriller novel in hand, enjoying some bites of chilling citrus, watermelon, and sipping on mimosas with her best friends. As the sun beams down, they will find respite by the lush greenery of the trees. The occasional breeze will shift the golden chain around her neck. As she reaches toward it, the glow her of her timeless garnet bracelet will catch the attention of passersby, evoking a scene for the viewers of an ideal, leisurely summer day.
Cross Channel Implementation
Ensured consistency of new visual assets across Instagram, homepage, and email marketing.
Designed a seasonal print insert (summer pamphlet) to be included in every customer order, reinforcing the campaign theme through tactile experience.
Email and Marketing Strategy
Wrote, designed, and scheduled all campaign emails across a three-month window. Highlighted best-selling products, incorporated relevant cultural dates (e.g., July 4th), and maintained consistent visual language and tone. Balanced promotional messaging with aesthetic storytelling to stay aligned with the campaign's elevated, lifestyle feel.
