Rooms To Go Campaigns
This was a very fast-paced work environment with multiple ongoing campaigns in various stages of design development at any given time.
In order to meet our deadlines, I alternated between directly tasking my digital design team and collaborating with the Creative Director and his television design team to concept design ideas for a campaign. Once a campaign idea and overarching look had been approved, it was up to my digital team and I to execute the design for all the promo assets for the site, emails, social and online ads.
Toolkit
After an initial promo idea was approved, we’d make a toolkit that contained messaging lockups, fonts, a library of design elements, swatch colors and banner design examples for design direction.
Depending on the duration of a campaign, we would also create new toolkits for each round where we would introduce different messaging lockups, colors and design elements. Each round would last a week, before updating all the design assets for the next round.
Below is an example of a toolkit for round 1, out of a 3 round campaign. This toolkit would be shared with everyone in Television and Digital to create a cohesive campaign across all channels.
Site Banners
Banners for site and mobile were always created together. We typically design a Homepage Hero banner, Content banners, Brand Category banners, Category banners, Product Listing Page banners (PLP), Sales Page banners, Promo banners and Drop Ship page banners. Our goal was to make each of the banners on the site with a different design layout, while still maintaining overall consistency to the campaign.
Depending on product availability, we’d either use products that were available nationally, or we would create multiple banners specific to each region for Florida, Texas and South East.
Homepage and Content banners
Furniture Brand Category banner
Kids & Teens Brand Category banner
Patio Brand Category banner
Mattress Brand Category banner
Digital Display Ads - DCMs
We created a master banner template for each brand category: Furniture, Kids, and Patio. Once those were approved we’d start the design build-out for each brand category for each region that were further broken down into living rooms, bedrooms, dining rooms, outdoor furniture and kids furniture by boy, girl, teen, and bunk bed.
Below is one example of a bedroom product in the furniture brand category designed at various sizes.
Social
We also built ads for social platforms that included Waze, Twitter, Pinterest, Facebook, Google Discovery, Instagram, Pandora, and Yahoo. Most were static banners, however we also created animated banners for platforms.
Gallery
Below is a gallery of banner designs I personally concepted and Art Directed for some of the promotions.
See more web design & digital campaigns
