Balsam Hill Fall Campaign Creative Direction
MY ROLE
Art Director, Brand Expression
SCOPE
Photo Visual Narrative and Art Direction, Campaign Design Direction, Cross-functional Collaboration, Marketing Design Asset Planning, Homepage Graphics, Performance Marketing Ads, Emails, Social Media Visuals
BACKGROUND
Inspired by nature’s palette of the season, Balsam Hill’s Fall 2019 campaign featured a variety of color palettes targeting the customers’ diverse styles. Leveraging the diversity of the product offerings, my team and I strategically planned shots and designed marketing creatives to target and test different customer demographics. By showcasing diverse color palettes and styles—from modern and bold to minimal and traditional—we purposefully tested performance marketing approaches while inspiring customers with fall products that match their unique aesthetic preferences.
