Labor Day Promo . Crate & Barrel . 2019
creative lead, photo art direction, digital design
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.
