cheryl’s WHIMSICAL 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.

During the December holiday season we create 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 these collections from Holiday 2021, the whimsical line seen here and the traditional line.

Our approach for the whimsical campaign was very different than the traditional one. We wanted this collection to be a playful, fun celebration of the wonder and magic of the holiday season. The campaign showcased fun winter characters in cozy winter attire, glowing holiday lights, and holiday gifts. Graphics and lettering was playful and hand-drawn.

This collection targeted a younger audience, so we wanted it to be playful, fun and interactive for kids. Due to this we incorporated new products such as cookie decorating kits, advent calendars and an activity box that included word games and color-in opportunities.

Once I developed the concept for this campaign, I created the color palette, graphics and typography and applied them to the gift packaging. Next, my photo styling direction was used to create product and lifestyle photography. Then this campaign was used to create the catalog, emails and other marketing materials to promote the collection.