Overview
For the 2023 Back-to-School season, there was a strong opportunity identified to develop both a teen/adult focused campaign alongside a youth focused campaign.
I worked closely with the campaign strategy team to develop the look and feel for both so they felt intentional and connected while keeping in mind that the audiences and motivations are likely different.
Toolkit
With two different audiences, comes two different toolkits. Both were developed to incorporate elements from the location like exposed brick, but also our Buckle brand elements like frames and some slight wear to look and feel. For color palettes, I look to key pieces and seasonal trends while also keeping in mind that denim is the business priority of the season - so everything needed to work well with that in mind.
For fonts, I introduced a typewriter font that brought in almost a label maker type feel. I also pulled in a few graphic elements but keep them minimal and more elevated compared to playful and heavier within the Youth application.
The Youth version can be found back on my main page under Back-To-School Youth 2023.
Digital Marketing
Back-to-School was the primary seasonal campaign at the time, taking top placement across homepage, requiring landing pages (men’s + women’s), a full email layout system plus banner kit, social media assets, and in-store elements primarily focused on signage.
Email Design
