Overview
I was tapped by Buckle’s Director of Content Strategy to lead overall design concepting and application for a content model shift for the brand. The result, a real-time, always on content intake from creators at what we deemed ‘Buckle House’.
Branding elements included logo development and refinement and then a standardized replication that could be applied to various components, both print and digital. Below is a look at some of the results.
Influencers/Creators
I was integrated in every piece of this strategy shift, not only the design work. While the logo was my main focus to start, I was also part of the team who aligned on our creator partners, overall content needs and how we would align business priorities to real-time events and activities.
Branding
As I mentioned above, an entirely new design system was needed for this test. I started by designing various logos, pitching each to our Vice President of Marketing and Director of Content Strategy who narrowed down to the one that best met their needs. 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.
Branded elements for Buckle House Phoenix included outfit hanger tags, door signs, dinner menus, activation boxes, mood boards, teaser posts; just to name a few.
Application & Execution
Once we had all of the components created for the house, I began work on application and execution of the same elements but with a guest-facing, channel-specific mindset.
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.
Next up, email marketing. I worked with the email 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.
Other design elements included PNG files to be utilized by creators in Instagram Stories, social media ads, display placements, and in-store signage.
