Overview
Buckle has a variety of core campaigns that overlap throughout a fiscal year: evergreen, seasonal, micro and brand. I had the opportunity to collaborate with our campaign strategy team on developing a series of these over my years at Buckle, but one of the seasonal campaigns I enjoyed the most was Fall 2023.
Buckle is considered by many internal and external stakeholders a ‘fall’ brand with denim being the primary focus and an introduction of heavier fabrics and layers as the colder months approach. This was something I took into consideration when developing a look and feel that incorporated branded and seasonal elements.
Toolkit
Looking to the toolkit, I knew that Fall as a seasonal campaign would overlap with the Back-to-School campaign slightly, and then carry into Holiday. Another consideration - Colorado as the backdrop.
With that all in mind, I wanted to introduce more earth tones and darken them all slightly to ensure smooth transition from one campaign to the next - while still being notably its own look and feel. It was decided that we would capture additional detail shots that could be incorporated to give more dimension to the design output along with leveraging some black and white environmental elements to establish a sense of place.
I kept branded elements like frames and cream paper texture, along with our primary brand font, Montserrat, in the mix to tie it all back to Buckle in an organic, simple way.
Signage
With layers and denim still as top business priorities, I developed a sign kit that allowed for the clothes to really do the talking. By incorporating those black and white environments, we were able to again establish more of a sense of place and season without the images needing to be pulled back.
Along with window signs, I worked through table and signwalk signs alongside our Brand Marketing and copy team to find the best method of incorporating the seasonal messaging alongside design elements.
Digital Marketing
The use of elements was turned up another notch through digital touchpoints. I was able to really leverage those environmentals alongside a variety of photography and messaging to create a layered, organic look appropriate for the season.
Within the campaign needs were: homepage/gateways, email refresh including remarketing emails, social media assets like Pinterest Ads, Profile photos, Cover photos, Instagram Stories, mall banner kits, display advertisements, and more.
Email Design
