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 all our campaigns target our full audience, the design concept utilized for this promotion specifically hones in on our core customers. This demographic is very aware of trends, receptive to youthful and elevated design, rewarding of artistic risks, and needs striking visual stimulation to peak interest.

Luxy’s audience responds really well to elevated, bold, editorial design decisions and the introduction of new design concepts for campaign-specific promotions. Since this campaign is promoting Luxy’s largest sale of the year and coincides with the extreme market saturation that surrounds Black Friday / Cyber Monday, it was essential that these assets stand out from competition by making a bold statement that garners consumer / industry attention, while still being recognizably Luxy.

The overall objective of the campaign was to promote the sale while making a bold editorial design statement that felt both new and striking while simultaneously being recognizably Luxy. In order to bring the cobalt blue design direction to life, we focused on incorporating playful, high-fashion, editorial studio imagery that was curated with the goal of aiding the creative direction. We aimed to engage our core demographic with this concept, utilizing playful layouts, striking color application, refined typography and bold imagery to garner media attention during the most oversaturated time of the year.

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 this campaign, 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 our primary typeface (Saol Text) in uppercase and lowercase italics for campaign specific assets. This tactic is exemplified throughout this campaign, as the typography is central to the high-fashion, editorial sentiment that is felt across this concept. We focused on playful and bold typography, uniquely leveraging our secondary typeface (Acumin Pro Bold & Regular) for headlines as the creative direction relies heavily on the usage of all-caps, full-bleed headlines in both our brand typefaces.