I was the digital lead for design direction for Cabela’s Holiday 2017. I worked with Brand Marketing, Collateral, Catalog, Quad Blue/Soho Photo Studio Photographers and Stylists, Marketing, Digital Marketing, Copy, Digital Creative and Merchants. I created the overall concept that was used throughout all of Holiday and was responsible in managing color palettes, photography, typography and other elements and treatments to be used on various platforms for the holiday campaigns supported. I provided overall art direction for products and supplemental holiday elements that were used across all platforms for digital and print. I also worked with Brand Marketing and Alisa Anderson from my team on photography for Broadcast.
Some of the challenges included having to work with a lot of different departments and teams that all had different needs. Color palettes had to be adjusted for digital from original defined palettes established by print due to UX best practices, especially where typography legibility was concerned. It also provided a simpler solution to keep more consistent colors throughout the duration of the holiday campaign. In-stock products for each event were also a concern. We had to shoot additional products for backups in case there were discrepancies with inventory or needed to substitute in a google-safe product.
Shown are some homepage mockups that I provided for each event, along with the actual creative built (bottom example in each case) with product supported and approved copy by the Digital Creative Team. I provided mockups to the Digital Creative Team for homepage, event page and emails for each event. This allowed them to work within set templates and maintain consistency. It also allowed them to work more efficiently on their events, reducing some of the stress that the holiday workload sometimes brings.
In addition to being the lead for holiday, I was also responsible in supporting the Black Friday event featured on cabelas.com 11/24/2018-11/25/2017.