Sears Back-to-School Campaign
In a competition with three other outside ad agencies, my team was tasked with providing full mood boards, lock-up development, color palettes and ad examples for the 2015 Sear Back-to-School campaign. During the process, my concepts were chosen by Sears leadership to become fully developed with the campaign. The following weeks included further exploration of photography, graphical treatment and deployment though other channels. This lead into a fully developed style guide that set the tone for the entire campaign. As the lead designer, I provided initial concepts, final lockups, set design and the brand style guide.
Below are examples of a few Kmart seasonal style guides my team and I completed. These included exploration of lock-ups, color palettes, patterns, photography and brand execution. As a team, we determine brand strategy and gather inspiration for compelling and effective design.
As I started my journey at Sears Holdings, I joined a small team that's purpose was to provide excellent design work while saving the company finances. Our future goal consisted of bringing every print and digital collateral back within SHC's building. Thus, reinforcing cohesive campaigns across multiple channels and eliminated the high cost and inconsistency through multiple outside agencies. I was my task to provide initial concepts for Evoke Productions brand strategy. This included color palettes, fonts, creative elements, etc... Through the years, creative teams were merged to eventually form a group of several hundred. It was then where we became IMX. Again, I was to provide what would eventually be a rebrand of our new division.