Catalogue and Campaign design
Macpac
This project was a sprint that demanded a creative, festive, and adventurous solution in a very short timeframe. As a designer, I was tasked with developing a Christmas lock-up that embodied the spirit of the season while remaining true to our brand's adventurous identity. This challenge was an opportunity to showcase my design skills and ability to meet tight deadlines.
Client: Macpac
Employer: Macpac
Project Overview
The project was initiated to create a Christmas lock-up that would be appealing, relatable, and representative of the Christmas season, yet relevant to the Southern Hemisphere's summertime celebrations in New Zealand and Australia. The design had to embody the warmth and festivity of Christmas without resorting to cliches, resonating with our brand's adventurous spirit. The chosen design featured a circle frame, incorporating trees and stars to evoke a traditional Christmas feeling. This design not only captured the essence of Christmas but also remained suitable for outdoor adventures. The circle frame allowed for flexibility in application across various layouts, making it adaptable for different purposes, such as "Gifts for Him."
Design Process
The creative process involved brainstorming ideas, sketching concepts, and refining the chosen design. I wanted to ensure that the final lock-up encapsulated the unique character of our brand while radiating the joy of the holiday season. The result was a harmonious blend of traditional and adventurous elements within a circular frame. This balanced design was not only visually engaging but also versatile, ensuring it could be used across a wide range of formats, from banners and posters to social media and promotional materials.
Implementation
The Christmas Sale Lock-Up design was executed swiftly and efficiently, meeting the tight turnaround required for holiday campaigns. The design was approved by the CEO and successfully implemented across various marketing channels. Additionally, I recognized the need for an improved catalog system that would streamline the design process for catalogues. To address this, I created a catalog template system that increased efficiency and enhanced communication between designers and product decision-makers. This template enabled product decision-makers to select preset layouts based on product count and priority for displaying product features. It not only saved time by avoiding starting from scratch but also allowed decision-makers to visualize the end result more accurately based on their choices.
