Pride 2022
As an outspoken member of the LGBTQ+ community, I was thrilled to conceptualize and execute Rue La La's 2022 Pride Campaign: a partnership benefiting The Trevor Project charity. The deliverables in this campaign included email, imagery for "Shop the Rainbow" sales, social stories, on-site banners, and more.
I had one full day to create mock-ups to present to Rue Gilt Groupe's senior leadership team. Though given substantial creative freedom, I still had to ensure that the campaign aligned with Rue's values and established visual language. After some experimentation, I combined gradient and paint brush textures in Photoshop to create a compelling effect I could implement across all deliverables.
The leadership team approved my mock-up and I moved forward to the final products. My original email design (left) versus the final email sent to our members, June 2022 (right).
INITIAL MOCK-UP
FINAL VERSION
In addition to designing this campaign, I worked with the art director on the photography used in the campaign. I advised our Kentucky-based photo studio on product and color arrangement that fit my vision. Below is the raw photograph versus the final sale advertisement.
Because this sale was live on-site for the month of June, I was asked to design a banner that would remind customers to "Shop the Rainbow." It broke up the grid of sales on-site, and I worked closely with copywriters to ensure the hierarchy of typography was correct.
In addition to sale collateral, I designed in-feed posts and stories to accompany the campaign. I helped the social team conceptualize ideas, and we highlighted actual employees that were part of the LGBTQ+ community. Four volunteers were featured throughout the month. We asked them to provide a quote for our feed, and had them choose products from our sales to highlight a "starter pack" story. Here is one example of those aligning assets.
Though the tight timeline was challeging, I'm proud of the great success of this campaign and the money we raised for The Trevor Project.