VALENTINE'S DAY 2026

YEAR

2026

32-Page Brochure
Art Direction and Planning

DELIVERABLES

PROJECT DESCRIPTION

Stuller, Inc., the worldwide industry-leading fine jewelry manufacturer and supplier, celebrates Valentine’s Day as a season centered on connection, sentiment, and meaningful gifting. As the lead graphic designer on this campaign, I guided the creative direction from concept through execution, developing the visual identity and storytelling approach for a fully integrated 7-week promotional period. My responsibilities included leading creative brainstorming sessions, developing and presenting mood boards to stakeholders across the company, designing a 32-page brochure, and art directing the photography, videography, social media, and digital assets that supported the campaign across print and online platforms.

The campaign concept was rooted in the feelings of serenity, warmth, and tenderness, which inspired a creative direction focused on soft lighting, intimate compositions, and romantic storytelling. I facilitated the initial creative sessions by prompting discussions around tone, styling, and narrative direction, then translated those ideas into cohesive mood boards featuring photography inspiration, prop styling, model posing, color palettes, and visual references. These concepts were presented to more than 50 individuals across multiple departments to align the campaign vision before production began.

Following creative approval, I designed the layout and visual structure for the 32-page Valentine’s Day brochure, which mailed out to 19,000+ Stuller customers. This served as the foundation for the campaign’s broader creative rollout. The brochure direction informed photography and videography, resulting in a cohesive visual system used across print and digital platforms. I collaborated closely with in-house photographers and marketers to art direct imagery that captured the softness and emotional intimacy central to the campaign concept.

In total, the campaign included newly produced photography and creative assets used across Stuller.com, promotional landing pages, digital advertisements, campaign emails, social media content, and additional marketing materials. Through thoughtful art direction and cohesive design execution, the campaign created a romantic and emotionally resonant brand experience that elevated Valentine’s Day jewelry gifting.