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

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