Deep Dive:
Seasonal Promotions +
Style Guides
role
art direction • design lead
objective
crafting comprehensive style guides for seasonal campaigns including fresh color palettes, design elements, typography and imagery styles, to be used across all channels.
Collaborators: SVP Creative, Design Team
Collaboration is key—I like to start by getting a clear understanding of the season’s business goals and major promotions. This keeps my concepts focused and scalable, ensuring every creative choice serves a purpose. Then I like to start with a mood board to... well, set the mood. A little bit like throwing spaghetti at a wall and seeing what sticks. I gather anything that sparks an idea, from color palettes to typography to unexpected textures. Once themes start to emerge, I know I’m onto something—and I'm on a roll.
Below is the outcome of this brainstorming process. These are the building blocks that made up an Autumn style guide at Madison Reed. I was the art director and lead designer on this project, creating a fully fleshed out style guide that the design team and I worked from to create seasonal promotional marketing assets, supporting all of our channels throughout the season.
Creating style guides and expanding our core branding is an integral part of my job, and also happens to be one of the more fun things I get to work on. Whether it’s for promotions, seasonal campaigns, or specific brand moments, I love crafting a visual story that align visual elements with strategic goals. Here are some more examples of seasonal and promotional guides and how they came to life in our marketing.
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