John Lewis’ Spring campaign was developed from the creative platform ‘Spring, we’ll help you style it’, recognised customers’ mindset shift as they enter the spring season and demonstrates how John Lewis can help build a new season style that is as unique as their customers are.

Inspiring customers with a fresh renewal within Fashion, Home, and Beauty categories, this campaign targeted Best Customer persona behaviour with new luxury products in three distinctive life stages which were represented in Pink, Green, and Yellow colour palettes. Sitting within a busy season of promotions including Wellbeing, Valentine’s Day, Easter, and discount events, the Spring campaign had to work hard to inspire and excite in store and online.

Working closely with the Head of Creative, marketing team, and product team, from concept through to production, I incorporated the digital video through site, emails and social channels as well as developed supporting product imagery of brands including Mulberry, See by Chloé, Sunday Riley cosmetics, Superga, Teva, and NARS.

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

Creative integration

The Spring campaign’s timings included Easter, Home 20% discount event, and a limited offers promotions. Therefore the creative had to integrate seamlessly with the in-store POS and visual merchandising window displays and these promotions as well as these other campaigns which were also live across print and digital channels.