GRAPHIC DESIGN - MARKETING CAMPAIGN ASSETS

SENIOR GRAPHIC DESIGNER - BEAUTY INDUSTRY GROUP LLC (FULL-TIME)

This project showcases Luxy’s Black Friday/Cyber Monday campaign, designed to promote the once-a-year sale and stand out during a highly competitive season. The creative direction for this campaign introduced a new color into the standard brand color palette- a cobalt blue. This creative decision was made with the goals of providing a bold design accent that highlights the sale, provides an editorial edge, differentiates from evergreen assets and catches the customers eye, raising brand awareness. Luxy’s audience responds strongly to bold, editorial design and campaign-specific creative innovations. With this campaign promoting the brand’s largest sale amid extreme market saturation, it was crucial to create assets that stood out and resonated with our target audience.

LUXY SALE

BLACK FRIDAY CAMPAIGN

Luxy holiday ad sereis 2 mockup.jpg
paid ad holiday story mockup series 1 mockup.jpg
luxy holiday ad 1x1 carousel mockup.jpg
holiday email 1 mockup.jpg
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Luxy- Holiday Homepage Hero 1.jpg
Ipad Mockup horizontal.jpg

PROJECT DETAILS

GRAPHIC DESIGN - LUXY BLACK FRIDAY / CYBER MONDAY SALE MARKETING CAMPAIGN

OCT - DEC 2024

This marketing campaign was implemented across all channels including paid advertisements, organic social, e-commerce and email marketing.

  • Create digital assets to promote Luxy’s Black Friday / Cyber Monday sale across all channels (ecommerce, paid advertisements, organic social, email, etc.) implementing the creative direction provided for this campaign. Incorporate the cobalt blue color to emphasize the sale while making a striking, dynamic, editorial design statement. Assets should stand out from evergreen content, facilitate memorable impressions, and make a high fashion, editorial design statement. Incorporate unique layouts, playful typography, and bold compositions into each asset while intertwining the standard color palette and evergreen formats in order to ensure that everything feels quintessentially Luxy.

  • Luxy targets two groups: the core demographic (millennials 25–45) and new customers seeking solutions for thinning hair (millennials 35+ and Gen-X). This campaign focuses on the core audience, who are trend-aware, receptive to elevated design, appreciative of artistic risk, and drawn to visually striking, editorial content.

  • 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 campaign aimed to promote the sale while delivering a fresh, striking, youthful, editorial design statement. 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 photoshoots and brand objectives were finalized, typography and layout mockups captured the campaign’s creative direction using Luxy’s assets and real copy. Bold, prominent typography played a central role— uniquely leveraging both Saol Text and Acumin Pro (Bold & Regular) for full-bleed, all-caps editorial headlines, created a playful, high-fashion sentiment that distinguished campaign assets from evergreen content.

  • The campaign successfully targeted chic, fashion-forward customers during the most oversaturated media period. By combining the cobalt blue accent, unique typography treatments, dynamic layouts, and curated imagery with Luxy’s standard palette, we created striking, recognizable assets that maintained the brand’s identity. Consistent use of sky backgrounds and product images across campaign and evergreen assets further reinforced recognizability and cohesion.

  • This project was created in collaboration with the talented design team at Beauty Industry Group (B.I.G. LLC) under the creative direction of Elizabeth Huynh. Special credit goes to the Luxy brand marketing team, in-house copywriters, production, ecommerce, marketing, and retention teams for their partnership and support in bringing these assets to life.