Agency Work (Fusion Communications Group)
project
Create a marketing campaign to encourage shoppers to purchase gift cards as part of their holiday shopping. Deliverables included: digital ads, door decals, posters, an event banner, an eblast, a website homepage banner, table decals, and mirror decals.
design rationale
Entitled Kraft Warmth, this concept is inspired by more traditional holiday decorations: brown paper wrapping, pine boughs, pinecones, and red berries. I chose colours that were warm and natural. I wanted the imagery to evoke careful craftsmanship but leave room to be a little quirky and contain homemade and handmade elements. It’s warm, cozy, and carefully crafted. I used a woodcut-style image of pinecones on kraft paper to convey a homemade wrapping paper edged by a green ribbon.