Overview
If you haven’t reviewed Buckle House Phoenix, I’d suggest starting there - since Buckle House Austin is a continuation.
Buckle House Austin was part two in a content model shift test for the Buckle brand. I had worked through the creation and implementation
of an entire Buckle House design system within Phoenix, but with a new location came new considerations for toolkit adjustments.
Branding
As with Phoenix, From there I built out a full toolkit unique to this house and concept that could be used by myself and additional design team members. Toolkit adjustments were made to match the look, feel, and seasonality of the Austin activation.
Within that branding design we also worked through new elements and ‘swag’ for creator partners staying in the house that included a custom towel featuring embroidery, a custom Yeti, and an outfitting gift box among other things.
Application + Execution
From the physical elements to the digital, Buckle House Austin touchpoints included homepage, men’s and women’s gateways, and individual creator landing pages. Within each ADA compliance was a major consideration as well as overall guest/customer experience.
A key touchpoint within the campaign and activation was email. I worked with that team to develop a series that could run across a two-month campaign window and serve needs for unisex, men’s, and women’s emails - along with minor updates to their reactivation and retention evergreen series to match updated elements.
