Zulily holiday campaign
ASK
The holiday season is an important time for Zulily, and each year the Marketing Design Team develops a style guide to create a clear vision for the multiple creative and merchandising teams throughout the company. During our research we figured out key colors and style trends that were predicted for winter 2017, we then based our theme on wrap it up. A theme centered around gift giving. We were inspired by bright punches of color with free hand patterns you may see on gift wrap. Research showed bright red and pink were in for holiday season along with sparkle and gold. So we focused on incorporating around colors that paired well with this knowledge.
The concept, Wrap It Up, celebrates the magic of the season and the joy of gift giving. The colors are rich and saturated. The photography is sophisticated, but still whimsical. In order to create an impactful, consistent presence on the website, I decided a tone-on-tone approach would standout against the hundreds of other one-off images.
PROCESS & DEVELOPMENT
After the initial cross-departmental brainstorm, the design team and I narrowed down ideas into two main themes, and created mood boards to present to the executive team.
Once we had our concept, Wrap It Up, we created detailed shot lists and sketches to prepare for the four day, internal photo shoot. Dozens of wrapping paper patterns were designed to use in the shoot, and in assets on the website.
After the photo shoot wrapped, we began creating the 50 page style guide to distribute to teams across the company. My team was also responsible for executing hundreds of placements for the desktop and mobile sites, iOS and Android apps, and emails.
We presented these style guides to all the design teams, photographers and merchents so they could execute holiday around the theme and colors. In order to keep a historical reference for the following year, we created a confluence page to document all assets, placements, live dates, asset sizes, developer needs, linked Jira tickets, and testing plans and results.
The elegant execution and timely theme allowed us to reuse the imagery the following year which saved 800 hours of work!!