Memorial Day 2025
Creative direction, campaign design system, and cross-channel rollout from photoshoot to cart
Overview
For the 2025 Memorial Day campaign, I led creative and digital execution across product photography, email, and on-site experiences, delivering an integrated seasonal launch that balanced brand storytelling with conversion-focused clarity.
This project reflects my strength in building scalable digital campaign systems that connect concept to customer across every touchpoint.
Photography
I directed the Memorial Day product photoshoot in partnership with Soona, shaping the visual approach across styling, composition, lighting, and prop decisions. The goal was to create premium, campaign-ready imagery that could scale seamlessly across homepage storytelling, email, and landing page modules.
Shot List + Product Curation
I curated a focused shot list that balanced Memorial Day best sellers with key category groupings to support both conversion and discovery. Hero products were paired with routine-driven sets across SPF, serums, eye care, cleansers, sensitive skin, and acne solutions, ensuring the campaign imagery could scale seamlessly across web, email, and landing page modules.
Design System
I developed the Memorial Day campaign design system, defining a cohesive visual framework across typography, color, layout, and graphic elements. The system delivered scalable imagery and consistent storytelling across web, email, and landing page touchpoints.
Email Campaign + Top Perfomers
I designed a series of cohesive email campaigns that carried the campaign narrative from announcement through urgency-driven reminders to the final closing push. Each send balanced promotional clarity with strong visual hierarchy, ensuring brand consistency while driving engagement and conversion across key moments.
Digital Storefront
I developed the homepage hero and supporting promotional banner system to deliver an immediate, high-impact campaign experience. The design prioritized mobile-first clarity, tiered offer communication, and consistent visual storytelling to guide customers from entry to shop intent.
Landing Page Experience
I designed the Memorial Day landing page as a cohesive campaign hub, pairing branded visuals with modular merchandising and conversion-focused hierarchy. The page was tested against the standard all-products collection page to understand how campaign-specific storytelling could improve the shopping journey.