cheryl’s traditional holiday 2021 seasonal cAMPAIGN

Art Direction, Visual Identity, Patterns, Typography, Graphics, Packaging Design, Photo Styling

One of my key responsibilities at Cheryl’s Cookies was to develop the art direction for each seasonal campaign. That included trend research followed by concept boards. I provided art direction for the campaign story, color palette, illustrations, typography and photo styling. For this particular collection, I also designed and illustrated the seasonal merchandise.

Every year during the December holiday season we created multiple campaigns to appeal to a variety of customers and the many holidays that are celebrated during this time period. I have included two of the collections that I art directed and designed from Holiday 2021, the traditional line seen here and the whimsical line.

The 2021 traditional line was inspired by Christmas at a cozy winter cabin. We wanted it to feel nostalgic and evoke winter warmth and togetherness at Christmas. Patterns had a rustic hand-drawn style featuring Fair Isle knits, plaids and wood textures. Graphics depicted winter cabin scenes, greenery, snowmen, pine trees and cardinals. Lettering was hand-drawn and nostalgic.

Once I developed the concept for this campaign, I created the color palette, illustrations and typography and applied them to the gift packaging. I also used this cozy traditional style to design the ceramics for our Santa & Mrs. Claus cookie jars. Next, my photo styling art direction was used to create product and lifestyle photography. Then this campaign was used to create the catalog, emails, store signs and other marketing materials to promote the collection.