Holiday Direct Mail
This whimsical direct mail shopping guide was designed to showcase family-friendly and child-focused gifts. I led the entire direct mail process, overseeing everything from the initial concept, photography, to the final execution. I worked with copywriting to include examples of games to play with the products and to highlight add-on products that may be overlooked in the buying process. The Imagery and elements from this campaign were also distributed across various digital channels.
Kitchen Story Campaign
The kitchen story was inspired by two main factors: first, the merchandising team was overwhelmed and needed help selecting products to promote; second, the economic climate led to a decline in sales for renovations and larger projects. To tackle these challenges, we developed a campaign that highlighted various tiers of upgrades to property management customers, tailored to their budget constraints. The marketing team selected the products, which we then vetted with our merchandising team. Deploued on all channels for over three months, this campaign led to a substantial increase in key categories and earned an American In-House Design Award.
-
20K in cost savings by finding photo editing alternatives
-
Drove sales in key categories
-
Award winning
Apartmentalize Booth + Video
Lowe's Pro Supply is a strategic partner with the National Apartment Association. Their flagship event is Apartmentalize. I worked closely with 2020 Exhibits to bring the booth to life. The booth features 2 large walk-through Lowe's gables along with a see-through demonstration of a Project Pak box, showcasing products that could be placed inside and labeled by unit to streamline renovations.
The 'Your Complex. Simplified.' video, which showcased a day in the life of apartment complex staff and the benefits of Lowe's services, was produced specifically for the event. It played in the booth and was shown before our VP of sales presented the keynote address—the theme of 'Your Complex. Simplified.' was also tied into the messaging at the booth. Both the video and the booth received design awards.
View my projects
Fishing Direct Mail Guide
Paint by Numbers Campaign
This campaign featured industry numbers to weave in the concept, such as:
-
Number of products available
-
Top 5 exterior paint colors
-
Top 10 interior paint colors
-
Zero-cost color services
The brochure featured line art designed to resemble paint-by-numbers templates, complemented by playful elements like painter's tape used to emphasize headlines. This campaign was executed over the course of a year, with email and social media content being deployed monthly.
Increased sales in paint and painting supplies by 14% YOY
Lowe's Pro Supply Brand Book
The brand book was developed to engage prospective customers. It offered a summary of Lowe's Pro Supply's products, showcasing imagery that I directed while I was with the company.