Luxy divides their target audience up into two separate groups- the first being the primary core demographic (millennials ages 25-45), and the second being new customers who are seeking a solution for thinning hair (millennials over 35 and Gen-X). While both campaigns target our full audience, the first of the two (Black Friday campaign with cobalt blue), specifically hones in on our core customers. This demographic is very aware of trends, receptive to bold and elevated design, and needs striking visual stimulation to peak interest. The second of the two campaigns (Holiday campaign with bright yellow), is aiming to target the solutions customer by tapping into their appreciation for nostalgic, elevated and lifestyle-centered design.

Luxy’s audience responds really well to elevated, bold, editorial design decisions and the introduction of new design concepts for campaign-specific promotions. These campaigns are promoting Luxy’s biggest sales of the year. Due to the market saturation during this time of year (around black Friday / cyber Monday), it was essential that these campaigns stand out among competition by making a bold statement that garners consumer attention, while still being recognizably luxy.

The overall objective of both campaigns was to promote their respective sales while making a bold editorial design statement that felt both new and striking while still being recognizably Luxy. In order to bring the creative direction for each of these campaigns to life, we focused on incorporating new imagery from two photoshoots that were curated with the goal of aiding the desired editorial and nostalgic sentiments. The first of the two photoshoots is consists of playful, high-fashion, editorial studio imagery that we primarily used to support the cobalt blue design direction. We aimed to engage our core demographic with this concept, utilizing playful layouts, striking color application, playful typography and bold imagery to garner media attention during the most oversaturated time of the year. The second of the two photoshoots was product-focused, showcasing the holiday bundles floating around the Luxy signature sky background. This was paired with the bright yellow accent color in order to curate a dreamy, nostalgic sentiment to the customer that appeals specifically to our solutions customer.

After the creative direction was in place, the photoshoots were completed and the brand objectives were identified, we began with typography / layout mockups that captured the essence of the creative direction while utilizing Luxy’s brand assets and real copy. Unique, striking, effective, playful and innovative typography was an essential element of both of these campaigns, central to bringing the desired creative direction to life. To curate an editorial sentiment and stand out from evergreen content, Luxy uses a combination of Saol uppercase and lowercase italics for campaign specific assets. This tactic is exemplified throughout the holiday campaign that features a bright yellow accent, as the typography is central to the summertime nostalgic sentiment that is felt across this concept. This design approach is further explored in the black Friday campaign which introduces the cobalt blue accent color in order to curate a high-fashion, editorial sentiment. We focused on playful and bold typography, heavily leveraging our secondary font as the composition and layouts rely heavily on the usage of all caps, full bleed headlines in both our brand typefaces.