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MOTHER'S DAY GIFT GUIDE
YEAR
2023-2024
36 Page Brochure
Art Direction and Planning
Digital and Social Media Campaign Direction and Collaboration
DELIVERABLES
PROJECT DESCRIPTION
Stuller, Inc., the worldwide industry-leading fine jewelry manufacturer and supplier, promotes Mother’s Day as one of the three largest selling periods for fine jewelry. 2024 was most profitable Mother's Day the company has seen year to date. As the lead graphic designer on this campaign, I prompted a creative session create mood-boards, presented the different mood-board options to over 50 individuals in the company, designed a 36 page 8.5x11 inch brochure to be mailed out to customers and live online as a digital flip book on Stuller.com, and art directed the photography, videography, social media, and other digital elements of the campaign.
Each year, Stuller's marketing team collaborates to create three distinct mood board options to present to the business units. My role as the creative lead was to kick off a marketing creative session with different prompts in order to build mood boards, that I then digitize and present. These mood boards showcase a photography direction with potential props, lighting, product shot inspiration, model selection, and model pose inspiration, as well as a story that will direct the copywriting element of the campaign. The chosen mood board is shown below.
ART DIRECTION AND PLANNING
MOOD-BOARD
After the creative was approved to move forward, I designed a mockup layout of the brochure. This provided a clear direction for Stuller's in-house photographers to take model and product photography for the brochure. 38 new images were taken to be used in the brochure as well as on Stuller.com for a homepage takeover, promotional banners, email campaigns, and social media campaigns. In addition to layout and art direction, I also hand painted five oil paintings to be photographed and used as background textures in the brochure and in digital collateral.
To view a flip book version of the full brochure layout, click here.
36 PAGE BROCHURE
At the same time photography was being taken, I coordinated with Stuller's videography and social media teams to capture additional content to be used on different platforms, such as Instagram, TikTok, Facebook, and YouTube. Find @stullerinc on social media to see more of the campaign and how the content was used. In addition to social media promotion, I worked with Stuller's Digital Marketing team to coordinate website banners and emails to launch at the time of the holiday kickoff.
DIGITAL AND SOCIAL MEDIA CAMPAIGN
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