{ HOLIDAY CAMPAIGN · 2022–2025 }
Bringing Warmth to the Holidays
Four years of Black Friday and holiday campaigns, and the shift that became Lovevery’s holiday playbook.
Role
Creative + Art Direction, Styling
Company
Lovevery
Scope
Type + Color
Photography
Icons + Patterns
Merchandising
Team
Photo + Video
Graphic Design
Motion Design
Production
Brand Marketing
Channels
Web
Email
Social + Paid
Year
2022-25
{ THE CHALLENGE }
Black Friday is the loudest week in retail. Lovevery’s holiday work was light, neutral, and safe, and it was easy to scroll past. It needed to stand out and still feel unmistakably Lovevery.
2021
Before
2022
After
Moodboard
Layered patterns, vintage textures: a holiday that felt warm and lived-in, far from the bright white rooms of years past.
Vision
Four words guided every shoot and layout: vibrant, bold, cozy, and cheerful. Rich, patterned rooms with kids at the heart of every moment.
Color Palette
A playful mix of brights and pastels, from lime and turquoise to warm reds and oranges, built to stand out in a sea of red-and-green holiday ads.
{ YEAR BY YEAR }
Five holidays, one system
2022
Joy, Delivered.
Challenge:
Stand out in the most discount-heavy week of the year while speaking to three very different audiences at once.
Idea:
Make the year’s biggest savings feel like a gift arriving at the door: warm, joyful moments of play.
Result:
Drove strong growth in new subscribers during Black Friday week compared to 2021.
2023
Oh what fun
Challenge:
Feature several new playthings within a sale campaign, with some assets built for the US only, so one system had to flex across markets.
Idea:
Oh what fun: bright, candy-colored product heroes with bold, playful type, built to make each new plaything feel like the star of the season.
Result:
Moved from lifestyle-led to product-hero imagery and pushed the palette brighter, while subscription extensions and gift purchases grew over 2022.
2024
Forever fun
Challenge:
With the whole site on sale for the first time, one campaign had to sell bundles, launch a new kitchen, and inspire gifting, all under a single clear offer.
Idea:
Forever fun: red ribbons, sparkle, and real unwrapping moments, positioning Lovevery as the gift of year-round play.
Result:
Our strongest Black Friday yet: revenue far exceeded goal, conversion rose sharply, and subscription extensions nearly doubled.
Exploring Bundles
Bundles were new for Lovevery in 2024. Before anything was shot, I explored how to make several products read as one gift: clear at a glance, flexible across different kits, and festive without feeling cluttered.
Bundle Research
Studied how other brands merchandise sets and bundles, looking for what makes a group of products read instantly as one offer.
Quick execution
Fast, rough comps to test layouts. Each bundle needed to flex by product, from baby kits to book sets, while still feeling like one family.
Ribbon or no ribbon
Testing whether a ribbon made the bundle feel like a gift or just added noise. Side by side, the ribbon won.
Final
Products grouped around the Play Kit box, tied with a red ribbon and a touch of sparkle: one clear, giftable offer.
2025
Child-like wonder
Challenge:
Make a multi-tier offer instantly clear, and give shoppers a reason to subscribe rather than just buy once, without losing the joy.
Idea:
Child-like wonder: seeing the season through a kid’s eyes, with gingham textures, warm grain, playful close-ups, and bold, oversized offer type.
Result:
3M+ views and 46K engagements across organic social, from 467 pieces of content, driving 38K visits to the site.
{ THE PLAY BOOK }
What stayed consistent
Palette approach
Always lead with red, paired with a deeper, high-contrast color so every offer stays legible and accessible.
Photography style
Warm, happy, and real: kids completely engaged in play, with joy you can feel in every frame.
Typography
A dedicated sale typeface, separate from our core brand fonts, so every offer reads bold, clear, and direct.
Styling
Always lead with red, paired with a deeper, high-contrast color so every offer stays legible and accessible.
{ IMPACT }
The 2022 shift performed so well it became the direction for every holiday since.
+31%
New subscribers in my first Black Friday, vs. the year before
500+
Assets across channels and markets, 2022–2025
4
Years the
playbook has run
7
Markets across
5 languages