LUXY HOLIDAY
SEASONAL SALE CAMPAIGN
GRAPHIC DESIGN - MARKETING CAMPAIGN
SENIOR GRAPHIC DESIGNER - BEAUTY INDUSTRY GROUP LLC (FULL-TIME)
This project showcases Luxy’s Holiday campaign, designed to promote the year-end sale and stand out during a highly competitive season. The creative direction introduced a bright yellow accent color to differentiate from evergreen assets, create a bold editorial statement, and draw attention to the sale — all while evoking a summertime nostalgic sentiment. By combining the yellow accent, curated product imagery, playful typography, and familiar design elements, assets created a striking, recognizable statement. Consistent use of studio and product imagery ensured cohesion across campaign and evergreen assets, balancing bold, editorial creativity with the essence of the Luxy brand.
PROJECT DETAILS
GRAPHIC DESIGN & CO-CREATIVE DIRECTION - LUXY EVERGREEN
NOV 2024 - JAN 2025
This marketing campaign was implemented across all channels including paid advertisements, organic social, web and email marketing.
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Create digital assets to promote Luxy’s Holiday sale across all channels (ecommerce, paid advertisements, organic social, email, etc.) implementing the creative direction instructed for this campaign. Incorporate the bright yellow accent color (added to the traditional brand color palette for this campaign only), to emphasize the sale while evoking a summertime nostalgic sentiment. Assets should stand out from evergreen content and facilitate memorable impressions on both new and returning customers. In order to make a playful, sentimental, nostalgic, editorial design statement with this campaign, incorporate unique imagery, playful typography, and bold compositions into each asset while leveraging the standard color palette and evergreen layouts in order to ensure that everything feels quintessentially Luxy.
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Luxy’s audience consists of two groups: the core demographic (millennials 25–45) and new customers seeking solutions for thinning hair (millennials 35+ and Gen-X). This campaign primarily appeals to the solutions demographic, who value nostalgic, lifestyle-centered design, quality products, and time with family and friends. They prioritize products that integrate seamlessly into their lifestyle while reflecting their vibrant personality. While all campaigns target the full audience, this design concept specifically appeals to our solutions customer by tapping into their appreciation for nostalgic, elevated, lifestyle-centered design. This demographic seeks quality products and wants their appearance to reflect their vibrant personality and lifestyle. Primarily looking for compassionate and sustainable solutions for thinning hair, this group prioritized products that fit seamlessly into their lifestyle.
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Luxy’s audience responds strongly to elevated, bold, editorial design and campaign-specific creative concepts. The Holiday Sale campaign needed to stand out amid heavy market saturation, garnering consumer and industry attention while remaining recognizably Luxy. Messaging focused on holiday events and gift giving, reflecting the audience’s priorities around appearance and time with loved ones.
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The campaign aimed to promote the sale while making a bold editorial statement that felt striking and fresh yet recognizably Luxy. The creative direction relied heavily on a product-focused photoshoot that featured the holiday bundles floating over the brand’s signature sky background. Pairing this imagery with the bright yellow accent in typography, we were able to convey a dreamy, nostalgic sentiment — appealing to the solutions customer. We further targeted this demographic by utilizing imaginative layouts, striking color application, playful typography and bold imagery to garner media attention during the most oversaturated time of the year.
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After photoshoots and brand objectives were finalized, typography and layout mockups captured the campaign’s creative direction using Luxy’s assets and real copy. Nuanced, playful typography —leveraging italics, capitalization, and Luxy’s Saol Text typeface—was central to bringing the desired creative direction to life. These treatments helped distinguish the campaign from evergreen content while maintaining visual consistency with the brand. We focused on playful and bold typography, heavily leveraging italics and capitalization as the creative direction relied heavily on editorial headlines that intertwine these two treatments to curate a unique, dreamy sentiment.
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The campaign successfully attracted the solutions customer while reinforcing Luxy’s visual identity during a oversaturated media period. By combining the yellow accent, curated product imagery, and familiar evergreen design elements, assets created a striking, recognizable statement. Consistent use of studio and product imagery ensured cohesion across campaign and evergreen assets, balancing bold, editorial creativity with the essence of the Luxy brand.
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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.
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