BBQGuys 2024 Holiday Creative Approach
Role: Design Lead / Art Director - Partnered with Copy Lead to concept and strategize across five promotional flights. Directed two junior designers in execution, ensuring consistency across channels and campaign moments.
Creative Strategy: Partnered cross-functionally with channel leads to align on flight-level strategy.
Concept Development: Worked with Copy Lead to ideate creative approaches per flight.
Art Direction: Defined design and photography guidelines; oversaw junior designers to ensure high-quality execution.
System Building: Ensured typographic treatments, iconography (baubles/flambeau), and photography styles scaled across channels.
Stakeholders: Senior Brand + Creative Director, Channel Leads, Category Managers, Growth Director
-
From late October through mid-December, we featured promotional and gifting-focused creative designed to:
Drive traffic and higher sales through strategic promotions.
Expand visibility and attract new customers with targeted holiday marketing efforts.
Encourage larger purchases through upselling, cross-selling, and gifting.
The campaign encompassed five flights, building momentum toward Black Friday / Cyber Monday as the loudest and most competitive moment of the season.
-
Establish a cohesive holiday look & feel across all promotional flights.
Design a creative system with flexibility to highlight deals while capturing seasonal context.
Create a crescendo effect with Black Friday / Cyber Monday standing out as the strongest point.
-
This was the first fully structured holiday system for BBQGuys with the new brand. It balanced urgency and deal-focused messaging with seasonal brand expression.
By creating a consistent framework across all flights, we maintained momentum from October to December while scaling assets effectively across channels and audiences.
Early Black Friday
Photography: People & Backyard, Product Environmental
Colors: Signature Orange, Black, White
Art Direction:
Warmer hues and transition between fall → winter
Outdoor clarity in imagery
Crops/placements used to create visual interest
Balanced typography hierarchy
Intentional bauble usage
CREATIVE APPROACH BY FLIGHT
BF/CM
Photography: Product Environmental, Studio/Silhouettes
Colors: Deep Ruby, Signature Orange, Black, White // Fern, Fresh Grass, Black, White
Art Direction:
Products shown clearly and “in season”
Minimal Christmas props; seasonality shown through color
Simple, clean product imagery and cut-out silhouettes
Clear product hierarchy in frame
Careful flambeau usage to highlight strongest promotions
CREATIVE APPROACH BY FLIGHT
Last Minute Savings
Photography: People & Backyard, Product Environmental
Colors: Ceramic Blue, Sky, White, Black
Direction:
Winter-leaning imagery with holiday details
Warmth shown through fire and seasonal moments
Clear product representation, supported by lifestyle
Bold type + strong hierarchy
Intentional bauble use for urgency messaging
PROOF OF CONCEPTS
