Overview
Buckle Youth was developed around an identified opportunity to introduce a younger demographic to the Buckle brand as our ‘best guests’ start to get to parent age and older. The idea really boiled down to some key messaging, ‘The Styled Life Starts Here’, which in longer form was focused on the importance of self expression and style even at a young age.
Back-to-school is an obvious time to really leverage this message, but with the classroom (or playground) in mind. I worked with the core campaign strategy team to develop a toolkit that met their expectations and brand needs while incorporating elements that balanced the evergreen Buckle Youth branding with a seasonal take that was recognizable and truly unique to Buckle that year.
Toolkit
Below is the actual toolkit used going forward. Seasonal elements and colors came from inspiration shared based on location and key pieces within the collection. I introduced Nitti Typewriter as an additional font to really encapsulate that back-to-school aesthetic in addition to our primary body font that is used regardless of campaign/timing.
Signage
Something unique to the Buckle Youth branding was the incorporation of ‘doodle’ inspired graphics in bold colors. The goal was to bring a playfulness to the campaign that stood out against adult-focused marketing.
Sizing was also a major piece of youth signage where the offering was new(er) to Buckle shoppers and we wanted to make sure that all product was approachable and easily shoppable.
Digital Marketing
Within the digital space, I built out a custom landing page for boys and girls styles, a full email marketing campaign including new arrivals, a banner kit, and cart abandonment versions, along with working alongside the social team to curate a seasonal profile photo, highlight covers and Instagram posts to support the Buckle Youth Instagram account.
All placements incorporated the same elements but in slightly different applications when considering space and usage. For buckle.com assets, specifically, sizing remained prevalent across all landing pages to make sure that ease of shopping experience stayed consistent from in-store to online.