rick kurtz

Rick Kurtz

designer

writer

part-time altruist

full-time thinker

focused on digital design

Holiday is one of the biggest times of year for Dearfoams. I was given the latitude to art direct the digital Fall and Holiday campaign, using the photography which had already been captured. Additionally, I implemented a redesign to our email campaign, improving the mobile experience, and increasing mobile engagement through the conversion funnel. Fall and Holiday was a success, with an overall increase in digital sales, over the year before.

Mood boards served as a jumping off point, highlighting a combination of photography, iconography, and visual cues native to the area. Elements like wrought iron, cobblestone, beaches, fountains, vines and palms would all serve to support the story I was putting together.

The overarching story, became one of our girl, on her travels, enjoying the benefits of organization made effortless – as Baggallini’s claim to fame is a pocket for everything. A simple story. A relatable story. And a story that would work no matter where we went. This fall and holiday it was in Charleston. Next it could be in the Bahamas for a winter getaway. After that… (insert location here). I felt good about this story, especially given that the on location photography had been taken precursor, to any of this being sorted out. In effect, I felt I had come up with a good solution to retroactively fit the photography I had been given, with a campaign story.

Dearfoams Fall & Holiday

website fall

email fall

email holiday

social fall & holiday

banners ads fall & holiday

website holiday