Background
The SHOPS Gainey Village hired me to revamp their fall/winter holiday brand package, including mailers and signage.
Opportunity
This was my first opportunity to design for specific, themed events in a prominent shopping area.
Timeline
2 Months, August - October 2017
Discovery
Goal
The goal: Engage locals and tourists with a fresh "Holiday Wonderland" theme to drive traffic to shops and events.
Examples and Insight
We moved away from past designs towards a refined, authentic direction reflecting the area.
Inspiration and Design Language
Themes
Inspired by the desert landscape, I defined high-level themes:
- Desert sunset and nighttime
- Holiday cheer without the snow
- Elegant, natural and curved material
Building Blocks
I defined the design building blocks:
- Color palette: Slate grey, maroon, mustard
- Shapes: Square and rectangular
- Typography: "Newspaper traditional" serif for titles, simple sans-serif for body
- Metaphors: Focused, aligned, grouped
Mailer, Brochure, and Tower Ads
Construct Grid
I designed the mailer and brochure using a 3-column grid to accommodate the new size.
Design and Iterations
I applied the design language to the content, iterating with the client to finalize.
Full-page Ads
Construct Grid
I designed full-page ads for local magazines using a right-aligned grid.
Design and Iterations
I centered the design around the "style at play" motto, emphasizing the variety of shops.
The Outcome
The fresh seasonal branding was a success, enjoyed by visitors and patrons.
