art direction

Jul

2018

Creative Direction | Hawaiian Airlines Email Rebrand

In 2017, Hawaiian Airlines underwent a massive rebrand which included a roll out of new airport signage, airplane livery, uniforms, logo, and more. Included in the rebrand was an effort lead by my team to refresh nearly 300 emails in the new brand. By building on the guidelines created by the branding agency along with data from our ESP, we design systems for reservation confirmations, itineraries, miles statements, and promotional emails that would see an increase in engagement YOY. Here you can see a sampling of the work we did in our year-long rebrand of email.

Client: Hawaiian Airlines
Creative Director: JP Flores
Senior Graphic Designer: Alec King
Graphic Designer: Veronica Presley
Senior Copywriter: Chris Strom
Copywriter: Dale Norris

Hawaiianmiles email statement

As part of the rebrand, my creative team re-imagined the standard miles statement as a way to deliver exclusive content that only Hawaiian Airlines could offer. We created a content calendar and newsletter template that highlighted the unique aspects of the airline and provided valuable information from the HawaiianMiles program. This email saw a significant lift in engagement after we rebranded and added content.

Hawaiian Airlines promotional email rebrand

Kinetic interactive email

Providing a premium experience is important to Hawaiian Airlines in the air and across all touch points in the customer lifecycle. We created an award winning interactive experience for their email subscribers that allowed them to thumb through different destinations and choose their own adventure direct from their inbox. This not only led to a memorable experience for guests, but also increased engagement in several regions.

Dec

2015

Brand & Identity | Girl Power Sport

Girl Power Sport is a brand whose core values are rooted in encouraging young women to aspire to greatness. As they put it: Girl power can change the world. Working with the founder, I outlined the three pillars of those values in defining what girl power meant to the company: The power to play, the power to change, the power to thrive. I created a new logo design modifying the original logo from the founder, and fleshed out the rest of the brand’s identity including typography and photography guidelines. In addition, I created a launch video to introduce Girl Power Sport to the world.

Photography & video

Marketing collateral

Visual style guide

Page from the visual style guide

Nov

2015

Art Direction | Modern Marvels

When we were challenged with bringing 4 heavy hitting household brands together under one umbrella campaign, I saw an opportunity for some playful creative that took a page out of mid century advertising. Our nod to mod would bring a Mid-Century Modern aesthetic together with throwback messaging and a retro color palette for a unique spin on modern home appliances. We created a completely responsive design that featured versions of the imagery that were device appropriate while maintaining a consistent theme throughout.

Campaign: Modern Marvels for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Carlton Canary
Styling: Michelle Lateste
Graphic Design: Veronica Presley

Our introduction to the theme was special placement in the daily email that was eye catching and set the tone for the event.

Dyson

“Revolutionary vacuums that make dirt a thing of the past!”

Rachael Ray

“Quality cookwear with personality, from Rachael Ray’s kitchen to yours.”

Cuisinart

“Innovative kitchen appliances so good they practically cook for you.”

Progressive

“Home chefs everywhere trust in the power of Progressive’s kitchen tools.”

Social

As a way to engage our customer in a different way, we put together some tips for getting a Mid-Century look for your home which was trending at the time of the launch. This post featured tips from the stylist who worked on building our sets and linked back to the event on zulily’s website.

screencapture-www-zulily-com-blog-home-kitchen-how-to-get-that-mid-century-look-for-the-living-area-1446619380376

Nov

2015

Art Direction | Le Creuset

For the 90th anniversary of this legendary product, we had the chance to put together a multi-channel campaign for Le Creuset and zulily. With Thanksgiving being around the corner, I wanted to touch upon the gathering of family so we came up with the tagline:

“90 years of bringing families to the table”

Our campaign would include tips and tricks which would be trending during fall and include stunning images that felt warm, aspirational, and inviting. We crafted a truly engaging experience.

Campaign: Le Creuset for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Carlton Canary
Styling: Jesse Meyer
Graphic Design: Autumn Schrock

Multi-channel experience

le creuset showcase — The campaign included responsive designs and multimedia elements that could be accessed on multiple platforms.

Social

For the social piece of this campaign, we modified an existing recipe for a popular seasonal soup from Le Creuset and created shareable assets and blog post to drive traffic back to the site. We also created a step by step guide demystifying the art of french press coffee, and partnered with Le Creuset to create a giveaway to increase engagement. Below: an excerpt from our French press blog post and Facebook giveaway.

Perfect the Art of French Press Coffee

I really love french press coffee. Here is a fun little video we shot for Instagram showing how beautiful making coffee can be.

View this post on Instagram

A post shared by Zulily (@zulily)

Better-than-ever Butternut Squash Soup

Aug

2015

Art Direction | Stylish Superlatives

Here are some of my favorites for a campaign I worked on for back to school at zulily. The concept for this was based on the senior superlatives but geared toward a younger age. Each superlative was shot by themselves portrait style to capture the personality behind the character. Above: the email which introduced the customer to the theme.

Campaign: Back To School for zulily
Art Director: JP Flores
Copywriter: Matthew Schnirman
Producer: Jessica Roe
Photography: Matt Villanueva
Styling: Blanca Martinez
Graphic Design: Mackenzie Maynes

Photography

Excellent styling by Blanca and superb lighting by Mr. Villanueva. Very talented photographer. Please check out his site in the link above.

Social

To build a well-rounded campaign we also built some pieces of social content to share the zulily’s Pinterest. Here are just a couple of pins we created:

Apr

2015

Art Direction | Puma Campaigns

Very happy with the way this campaign for Puma came out. Our producer secured us a sweet location at Memorial stadium (Seattle Reign FC) at the Seattle Center. The Stadium was built in 1947 and is just the right amount of broke-down to create an amazing backdrop for this motivational campaign. I wanted this to be more about the frame of mind before the competition and the team captured exactly that. Really happy with the teamwork that made this happen. Enjoy!

Campaign: PUMA for zulily
Art Director: JP Flores
Copywriter: Paige Clifton-Steele
Producer: Courtney Garrison
Photography: Brad Bowen
Styling: Jesse Meyer
Graphic Design: Hanna Stevens

Social

View this post on Instagram

A post shared by Zulily (@zulily)

Additional Puma work

Client/Campaign: PUMA for zulily
Art Director: JP Flores
Producer: Sheryne Cadicamo
Photographer: Carlton Canary
Stylist: Blanca Martinez
Designer: Steven Oelrich

A really fun shoot with a focus on action and the versatile nature of the PUMA brand. I wanted to convey the sense of motion in the images and add in a bit of drama with the photography. Carlton, my photographer, did a great job shaping the subject with light. We used a total of 6 Canon 600EX-RT Speedlites, two on camera right, and two on the left with another pair for a fill. All controlled by a Mark III. This also allowed us to shoot at a wide aperture to blur out the background.

Apr

2015

Art Direction | Bottles up!

Here’s a fun campaign of epic proportions I got to work on recently. Really Stellar lighting by Matt Villanueva which drove the aesthetic of the campaign through to the social pieces. Jesse’s Color palette was very playful and kept this very light-hearted. I definitely wanted to have this feel like a very important calendar marking event and the team created exactly that. Also, great modeling by “mystery baby”!

Campaign: Bottles Up! for zulily
Art Director: JP Flores
Copywriter: Paige Clifton Steele
Producer: Megan Szczecko
Photographer: Matt Villanueva
Stylist: Jesse Meyer
Graphic Designer: Carey Wendel

Social

This piece was geared to tie back into the bottle event while engaging the customer with relevant shareable content. The target market for this event was new moms so a “feeding guide” was super relevant. Carey did a fantastic job of creating these guides with a contemporary aesthetic.

Dec

2014

Happy Holidays!

Merry Christmas and Happy Holidays. Enjoy these festive how-to videos I got to work on with Christopher Tack and Anjuli Martin for zulily! Great team work to pull these together.

Art Direction: JP Flores

Producer: Courtney Garrison

Videography: Christopher Tack

Styling: Anjuli Martin

Video Editing: Lauren Fatzinger

Graphic Design: Carey Richards

Copywriter: Paige Clifton-Steele

You can watch the rest of these videos and learn to do more fun things at zulily’s YouTube page.

Oct

2014

Love For Dance | Campaign and Video

Click here if you are having trouble viewing this video.

We wanted to create some content around the story of two talented young dancers and why they love to dance. Mandy, our Jazz dancer, is a fun teenager who really just loves to express herself. I believe her story will resonate with a lot of moms and girls who are beginning their journey into dance. Ella is a student at the Pacific Northwest Ballet and an aspiring professional ballerina. She will be appearing in this years Nutcracker and taking part in the last staging of the Maurice Sendak classic with the PNB. It was truly a pleasure to spend time with this young lady learning why she loved to dance and being able to capture her performance in this video. These are two very different girls at different points in their journey sharing a love for dance.

Campaign “Love For Dance” for zulily
Art Director: JP Flores
Producer: Megan szczecko
Photo/Video: Laura Gehring
Stylist: Devon Herling
Styling Assistant: Clara Sherman
Video Editor: Lauren Fatzinger
Graphic Designer: Steven Oelrich
Copy writers: Heather Logue, Sabrina Son, Sadie Adams

I really love the type treatment, courtesy of Steven my graphic designer, and the interaction of typography and photography. Seattle’s Velocity Dance Center was a great backdrop for our shoot and an awesome find by our producer Megan. Please take a moment to peruse the imagery and designs for this campaign and share the video with anyone you think would be inspired!

Photography

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User experience

You can view both the Ballet and Jazz videos on zulily’s YouTube account.

Hawaiianmiles email statement

Hawaiian Airlines promotional email rebrand

Kinetic interactive email

Photography & video

Marketing collateral

Visual style guide

Dyson

“Revolutionary vacuums that make dirt a thing of the past!”

Rachael Ray

“Quality cookwear with personality, from Rachael Ray’s kitchen to yours.”

Cuisinart

“Innovative kitchen appliances so good they practically cook for you.”

Progressive

“Home chefs everywhere trust in the power of Progressive’s kitchen tools.”

Social

“90 years of bringing families to the table”

Multi-channel experience

Social

Perfect the Art of French Press Coffee

Better-than-ever Butternut Squash Soup

Photography

Social

Social

Additional Puma work

Social

Photography

User experience

Network