|Role|||||Creative Brief / Concept / Project Management / Art Direction|
Refresh the department with a new and exciting look that entices customers to shop the category. Unify the department with a consistent theme on endcaps and down aisles.
Initial concepts and ideas were presented by American Greetings. With their ideas as a foundation, we developed a new look and feel for the department that would draw our customers attention and represent the category well. The idea to leverage multiple patterns in a consistent color was based on the fact that a lot of the product that we sell in the category relies on patterns. Patterns were an easy and fun way to drive consistency and tie back to our products. The lifestyle images were how we tapped in to the emotional nature of the category – typically milestone events in our customer’s lives.