Labor Day Promo . Crate & Barrel . 2019
creative lead, photo art direction, digital design
photographer: Tim Perpich
Unlike many companies, Crate’s Labor Day promotion is not an “end of summer” sale. By Labor Day, Crate had already discounted outdoor furniture and held a Summer Clearance promotion, so the 2019 Labor Day sale promoted our new fall home decor and accessories.
As creative lead, I wanted to show the breadth and range of the products on sale. Home decor and accessories are not always the most eye-catching products, so I spearheaded a design strategy that would make even simple items stand out on busy webpages and social feeds. Coordinating with our product merchandising team, I developed three color stories of products that could be used throughout the sale.
Acting as art director for this photoshoot, I guided our studio team to create images suitable for all channels, including paid social, digital banner ads, email and Crate and Barrel’s home page. I also utilized these photos for several stop-motion videos for our paid social ads and promotional emails.
