OBJECTIVE
Each year Zulily launches a unique Back to School campaign. This year in particular, from July to September, our goal was to give parents a stress-free, easy, and fun shopping experience. Creative decided to lean in a direction we call "slice of life" for this campaign, providing an atmosphere that was authentic, relatable, and friendly as if you were looking into the life of a family preparing to go back to school. With months of preparation and conceptualizing, I worked with the Copywriter and Senior Designer to develop a style guide. The Senior Designer and I went through in-house photos to choose the ones that best fit our assets. In tandem with another Designer, who created illustrations, I created vector photo frames and vector frame assets as elements to be used throughout the campaign. From there we put together designs for the site, email, ads, and blog. Halfway through in August, a second phase was initiated with a different set of assets to keep the campaign fresh.
BTS GRAPHIC ELEMENTS ──────────────────────────
These illustrations & vectors were created and used throughout the campaign on various assets on/off site.
THE BTS SHOP ───────────────────────────────
The shop serves as the main shopping experience for Back to School. Here the shop header, inflation event banner, graphic categories, various carousels with illustrations, blog banner, and blog tiles as well as photo frame elements, live.
HOMEPAGE SHOPS CAROUSEL ────────────────────────
CATHERINE LOWE PARTNERSHIP ───────────────────────
Zulily partnered with Catherine Lowe for the BTS Campaign, and she was featured on the homepage and throughout the site.
