Role: Senior Marketing Designer | Project: Holiday Campaign | Scope: Collection Launches • Promotions • Black Friday • NYC Pop-up
Overview
The holiday season combined multiple collection launches, promotional events, retail initiatives, and key shopping moments into a single campaign. The objective was to keep customers informed throughout the season while maintaining a consistent experience across every marketing channel.
MY Role
The holiday campaign was built around a 30-page interactive lookbook that became the creative foundation for the season. From there, I organized and adapted the campaign across email, ecommerce, SMS, retail marketing, and promotional content while managing campaign timing around launches, promotions, and seasonal milestones.
CAMPAIGN EVOLUTION
The campaign evolved throughout the holiday season as new collections launched, promotions changed, and key retail moments approached. Rather than creating separate campaigns, I adapted the same creative system to support each milestone while keeping the customer experience consistent.
Email Marketing
Email carried the campaign through each stage of the season, from collection launches and holiday promotions to Black Friday, shipping deadlines, and the NYC pop-up. Each send introduced a new reason to engage while maintaining a consistent visual experience.
Lookbook Design
The interactive lookbook established the creative foundation for the holiday campaign. I organized products, photography, and seasonal messaging into a clear narrative that became the basis for email, ecommerce, retail, and promotional marketing throughout the season.
Web Merchandising
Homepage features, landing pages, promotional banners, and category graphics adapted the campaign for shopping. Promotional content changed throughout the season to support new launches, holiday offers, shipping deadlines, and featured products.
Promotional Content
Campaign creative extended beyond digital marketing into the NYC holiday pop-up through storefront graphics, event signage, printed materials, and promotional displays, creating a consistent experience across online and retail touchpoints.
Black Friday + NYC Pop-Up
Black Friday promotional video featuring storefront graphics, retail signage, and the NYC winter pop-up.
Cyber Monday
Cyber Monday product video showcasing Lurex styles and promotional offers.
