Overview
Key timeframes for Buckle Youth refresh are Spring - with the coming of new styles, a fresh color palette, and a really focused season shift, Back-to-School - with the idea of essentials and denim being the focus, and Holiday - with gifts and holiday events being top priority.
ToolKit
For Spring, we wanted to keep a lot of the evergreen Buckle Youth branded pieces in place, while playing with a bit more color. I didn’t depart too much from the core blues used, but introduced a complimentary yellow that was also pulled into backgrounds used on the shoot.
Signage
For print needs, there were the Buckle Youth store windows and then youth table signs (branded and sizing breakdowns) that were in all Buckle stores where youth product was sold. Something different within this seasonal application, I pulled back on graphic elements since bolder backdrops were used. Instead, I worked to place images that leaned into the self expression narrative, including a variety of close-up and pulled back shots.
Digital Marketing
Digital Marketing efforts weren’t quite as massive within this season where email marketing was taking a more focused approach to support that a content shift that was happening. Still within the needs, though, were gateways and banners for buckle.com and a social refresh for the Buckle Youth Instagram page and Pinterest Ads.
