The Mother’s Day creative approach continued the seasonal overarching proposition ‘How you feel matters’, a celebration of experience to reaffirm a sense of purpose through positive mood and motivation.

Collaborating across the internal brand team of copywriters, producers, photographers and developers, I grew the proposition identity to communicate the ‘How you feel matters’ story though this key seasonal moment.

I worked closely with the internal marketing and product teams from concept, to development and production throughout the various channels. I ensured clear communication, upwards and downwards within the team, and set expectations for time and project targets to ensure timelines, resources, and budget allocations met the scope of the project.

Client: John Lewis
Agency: In-house
Category: Seasonal retail campaign
Skills: Campaign integration, Digital art direction, Sketch, Photoshop, InDesign

Typography

An important consideration for the Mother’s Day typography treatment was that it not only had to inspire optimism, be playful and legible but it had to translate across print materials as well as digital. In order to build responsive iterations of this design across site, emails and digital marketing outputs, the type solution was structured with proportionate leading and tracking. This system enabled the headline to be built independently of the image across all digital platforms.

Campaign Integration

The Mother’s Day campaign sat firmly within Spring’s marketing activity. It was essential that the visual consistency in typography, product imagery, colour palette / spectrum of the Mother’s Day assets were able to integrate alongside the other Spring category assets, video’s and imagery. I ensured Mother’s Day maintained campaign standout while seamlessly bolstering adjacent seasonal themes.

POS overview

Typically, the in-store activation is a large part of any John Lewis seasonal campaign. Due to the UK Coronavirus retail restrictions, as the campaign rolled out, the creative direction pivoted to lead digitally and the shop POS were conceptualised and produced to an essential suite of assets.