Overview
The Youth Campaign for Holiday this past year essentially served as an extension of the larger Holiday Campaign with an emphasis on youth styling and gifting. With that in mind, I was able to really dial back a lot of the extra elements that we had worked in when photographed in-studio.
Toolkit
As with other Youth captures, we wanted to keep a variety of the core branded elements of Buckle Youth - but introduced a seasonal color palette and additional font choices. Instead of graphic elements on the photos themselves, I collaborated with our Creative Director to concept patterns into backgrounds as almost a secondary/layered element, similar to what we had used within other seasonal campaigns but with intentional differentiators to feel new yet familiar.
Signage
Print materials remained an important deliverable within a Youth content capture with window and table signs needed. For signage in the windows, I worked to keep it clean and really focused on a balance of styling and personality. For table signs, I worked with our strategy and merchandising teams to identify which brands needed stand alone call outs based on inventory priorities, as well as the usual sizing breakdown.
Digital Marketing
With this campaign came a complete digital refresh. I developed a banner system to be utilized through secondary placements on buckle.com, in addition to landers for boys and girls styles. From there, I partnered with our email and mobile marketing team to address youth touchpoints including dedicated emails, a variety of banner opportunities for secondaries and retargeting, and MMS materials.
Other digital marketing placements included Instagram posts, stories and profile photos and mall marketing assets.
Email Design
