Perigold’s Presidents’ Day Campaign
I was tasked with concepting two creative wrapper options for the Major Shopping Holiday, Presidents’ Day.
Due to the brand’s assortment and customer style, this campaign needed to feel seasonally relevant while maintaining an elevated aesthetic.
Services: Art Direction, Design, Campaign Branding + Development
Copywriter: Grady Ross
Concept 1: Winter Wanderlust
This concept direction utilizes wintery botanicals, airy typography and soft neutrals, allowing the creative to feel refreshed, airy, and adventurous.
Concept 2: Impactful Textures & Graphics
This iteration uses bold, energetic colors, overlapping organic shapes, and focuses on the unexpected change of perspective. The visual incorporation of a marbled surface and the detailing of an armchair assist in the feeling of high-quality, luxurious furniture items.
Next Steps
Internal stakeholders chose to move forward with Concept 2: Impactful Textures & Graphics. When comparing these concepts to our
Top Tier 1 Promotional creative (Cyber Monday/Black Friday), Presidents’ Day color prominence of the graphic treatment were toned down.
A second hero slider was created alongside the main holiday promotional slider. This slider prominently featured the smaller sale VP.
