ART DIRECTION
Kendra Scott Spring
The concept for Kendra Scott's Spring 2023 seasonal campaign was 'Living in Full Bloom.' I was tasked with creating illustrations that would serve as a centerpiece in the windows of our SoHo, NY, store. These illustrations then informed the rest of the campaign's artwork.
Soho Windows Nyc
The windows below showcase the spring illustrations I created. This was our first attempt at creating an art installation-like display in our SoHo, NYC, windows. Originally, the illustrations were printed on a solid background color, which made them resemble wallpaper. However, once we sampled them on clear plastic, we loved the translucent quality of the illustrations. This effect made the interior feel like a part of the outdoors, seamlessly tying back to our campaign theme of 'In Full Bloom'.
Beginning Phases of Art Direction
Since we initiated the campaign by first conceptualizing the window displays, the illustrations were then used to shape the overall art direction of the campaign. Below, you will find my illustrations, mood board, logo lockup, color palette, and mockups of compositions exploring the potential art direction.
Final Art Direction
Below, you'll find examples showcasing how the final art direction was implemented across various platforms, including web ads, an event invitation featuring a photo backdrop, and an email campaign.
