Hayneedle’s home décor sales can be split into 2 major seasons: Outdoor and Christmas. A bulk of revenue comes down to the success of these campaigns. I worked alongside a very talented group of designers, photographers, buyers, copy writers, and marketing experts to bring the holiday season to life. The work was highly collaborative and took a combination of skills, communication, and strong teamwork.
Working closely with our creative director – Jill Rizzo, the design team put together mood boards to fit the chosen theme. We went with a combination of a classic American Christmas alongside a magical Christmas forrest. These visuals would help the everyone in the committee come together around a central brand message for the campaign.
Photography and Styling
The design team assisted with art direction at the in-house photography studio to craft the perfect picture. Lifestyle imagery was shot to be natural, day-the-the-life, lighthearted, and energetic. The product was always king and came before any people or activity. Designers made sure the photo studio was well informed on how the image would be used post production.
Vibrant Floral Fall
Touch of Holiday Whimsy
Editorials were featured in big name publications to reach a wide audience of new shoppers. Mailers were sent to various market segments of 600k+ new and returning customers. Both pieces of print included a discount code to help us track engagement, and the item codes in association to the codes to understand sale trends on featured items. We received invaluable feedback to help us better understand the impact of our campaign decisions.
A digital experience to fulfill your holiday vision of home
The Hayneedle Holiday Shop was designed to help filter holiday traffic in the ecommerce site. We used a curated set of in-house photography, 600k+ print mailers, and a variety of digital promotions alongside our holiday portal to give users the best shopping experience. This was a huge success giving the holiday portal a permanent spot on Hayneedle.com.
The design team worked closely with UX to create wireframes, mockups, and facilitate user testing before launch. I provided assets for front-end to build prototypes. Those working models helped us better gauge user feedback and adjust our designs accordingly.
This took a lot of documentation and knowledge transfer to every team involved. Design worked closely with the in-house photo studio to get beautifully cropped images that fit the different digital and print elements of this campaign. Once the campaign was over and we decided to keep the portal, I worked to streamline this design process for quick and easy updates.