Hudson’s Bay Refresh Concept
GUCCI is the biggest Italian luxury brand in the world. This project was a concept pitch for the e-commerce site work of Gucci.com. The goal was to adapt the retail environment into an immersive brand experience online.
The focus was on showcasing the beautifully designed products, selling the stories behind the clothes and providing cross-selling opportunities. Despite the short deadline, this collaborative effort resulted in a win for the agency.
Pulling from Laurie’s inspirations on Pinterest, I created a focused mood board which captured the visual direction of her new identity — elegant and sophisticated — to portray a knowledgeable and professional presence.
I explored options of interlocking ‘B’s — which emphasized the initial of the clients’ last name — for the bold and architectural element she was looking for.
The client absolutely adores her new brand identity on all of her marketing materials — including business cards, signage, postcards and more.
Au Lit Fine Linens offers beautiful and quality bed linens, with the promise they will ‘change the way you sleep’. Twice a year, the company holds their annual month-long Pillow & Duvet sale, traditionally advertised through print ads in the Globe & Mail, newsletter campaigns, in-store signage and online marketing. Appealing to a broader demographic, a pillow giveaway was offered to a lucky follower on Instagram
To promote this sale on Instagram, I created a campaign to connect a customers ‘warm and fuzzy’ feelings of bedtime moments to Au Lit Fine Linen’s products.
Styling and art directing scenes of reading and enjoying cups of tea in bed, I photographed the Social Media Coordinator (thanks Jen!) lounging in Au Lit’s luxurious pyjamas, pillows and duvets.
The visual identity created here — featuring simple vignettes and natural light — set the tone for photography’s look and feel that is still used today.