The best part of being an Art Director—more so than the coveted full creative control that artists and designers crave—is, in my opinion, always the joy of collaborating with other creatives who are experts in their fields. For such a complex undertaking with multiple sets of deliverables throughout the busiest time of the year, it becomes even more crucial to be on top of your game and effectively manage a creative team (all while working remotely!)
I loved working with and learning from my promotions team at Evenflo, and I’m pleased to share some of the results of our fun and festive collaboration.
Concept
I enjoy working on direct-to-consumer promotions at Evenflo because the brand has fun with it. For the holiday campaign, I had a lot of flexibility and wiggle room to reinterpret the brand guidelines and create a vivid color palette to match their bold product launches this year. The featured products are on center stage and in harmony with the holiday elements.
I wanted it to be layered so it warrants a closer look; most assets are up for only 24 hours after all. It's playful yet modern, with a mix of textures and patterns.
Paid Social
Often the first point of contact consumers have with the campaign, paid social media assets are meant to be impactful and attention-grabbing. We were able to achieve that with animated copy and graphics that communicate our core message.
*Sound on* for the full experience.
Homepage Headers
Clicking on a paid social media ad or affiliate banner drives customers to Evenflo.com where they are greeted with the homepage header announcing the deal of the day.
It can be a challenge to design headers specifically because of limited space. I find that there's a delicate balance between the amount of copy versus the complexity of the graphics that marks the sweet spot between perfectly readable and visually engaging. Here, Evenflo baby gear is showcased in harmony with the holiday creative and I opted to present the copy on a bright background so it can hold equal visual weight.
