Work: Art and photo direction, sketched storyboards, collaborated with stakeholders, merchandised the product selection, designed the program guide, store signage, marketing materials, packaging and partnered with the web team and developers on digital deliverables, emails and kiosk screens.
Situation: Crate and Barrel Gift Registry Program needed to evolve for the new generation. Research was conducted to learn more about millennials needs, wants and buying habits. We needed to simplify the process, give more incentives and relevance to the program. At the same time, I wanted to restore the Crate and Barrel bold, clean, timeless look to this program returning confidence and continuity in the branding. We wanted to guide the couple and gift givers on registry selections, stream lining the process, creating a positive personalized experience while encouraging non-traditional group gift ideas and increasing purchases.
Task: Create a design system that is consistent and flexible for print, digital, packaging, signage and gift guide reflecting the Crate and Barrel black and white high contrast modern brand without looking too harsh. Collect merchandise that reflects the 50 must have gifts, but still showcase a unique relevant product selection that is versatile for today's lifestyle and goes beyond the traditional gifts of our parents.
Result: The result was a strong visual identity to the Gift Registry program that was uniquely Crate and Barrel. It brought confidence and clarity to a confusing process and we were able to advise all parties involved in the celebration of gift giving.