Holiday 2018 / True&Co.
Black Friday and Cyber Monday promotion: catalog & online
ROLE:  Art direction, catalog and homepage design and production
For the Black Friday and Cyber week push for Holiday 2018, gold faux-foil was paired with True&Co's aubergine brand color—creating a holiday look that remained on brand. Key offer messages featured full use of the gold. Smaller moments of gold—in corners on navigational boxes, and as flags on catalog pages—were used as visual cues to indicate both the festive feeling and the sale messaging.
Catalog: A 16-page catalog featured brand moments, bold lifestyle and product images, as well as a strong focus on social community images. The seasonal offer was featured prominently throughout with gold flags, and gold accents.
Home page: The initial homepage explicitly focused on the offer. A typically image-focused homepage was replaced by a text-focused layout. Direct messaging on the offer and clear navigation to favorite product categories were key. A great learning from this layout: the most successful click-through was on the module featuring the product, boosting this product to top-seller status at the start of the sale.
To pivot quickly and be more directive, the main message box was redesigned to create a feature-product focus.
After the success of this holiday season, pivoting images and messaging on homepage became a more carefully crafted decision-making process based on sales, click-through rates, and marketing goals. Design workflow adapted to incorporate a consistent focus on simplicity with design elements and typography to allow images to change frequently.
Product pages: Aubergine brand graphics and gold sale graphics continued throughout sales pages across the site.
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Do not reproduce without the expressed written consent of Marlene Merwarth.
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