Embark 2023 Summer Sale
Role: Creative Lead / Art Director — Developed and pitched high-level creative concepts to Brand + Channel stakeholders. Partnered with copywriter to shape campaign messaging and with senior designer to bring proof-of-concepts to life. Once “Adventure Awaits” was chosen, I led art direction across final assets, providing feedback, guidance, and experimentation with typography and motion. Oversaw execution for both B2C retail (consumer) and B2B breeder audiences.
Stakeholders: CMO, PMM Brand, Channel Managers
Consulted: Copywriter, Senior Designer
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The 2023 Summer Sale was designed to capitalize on the Prime Day halo effect and meet July sales targets by offering discounts on DNA test kits and bundles.
Summer typically sees a decline in pet adoptions and DNA kit sales, making it a difficult revenue period. This campaign was an opportunity to reframe Embark as seasonally relevant by tying dog DNA insights to outdoor summer fun.
It served as a creative testing ground for messaging + visual approaches that could inform future sales campaigns.
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Creative Wins:
Non-product box creative (evergreen, credibility, UGC) finally outperformed, proving customers respond to authentic, story-driven creative.
Urgency and FOMO messaging (“Last Chance,” “Ends Tonight”) consistently outperformed “Biggest Sale Ever” framing
Bundles + gifting messaging drove strong conversion rates, especially with outside/lifestyle backgrounds.
Framework for Future Sales:
Evergreen + credibility creative should remain active during sale windows.
Prioritize urgency/FOMO in copy sequencing.
Expand UGC, video, and influencer integrations for stronger TOF impact.
Creative Strategy & Concepting
I designed and pitched two creative directions:
Cool Paws — playful, water-themed creative that emphasized cooling down and safe summer fun.
Adventure Awaits — inspirational, outdoor-driven creative that positioned Embark as the key to unlocking summer adventures
After stakeholder review, the team selected Adventure Awaits for its ability to connect with customers through exploration, bonding, and memorable outdoor experiences with their dogs
Execution & Art Direction
Visual System: Bold landscapes, lifestyle imagery, and intentional typography. Creative should emphasize exploration and curiosity to capture outdoor adventure and togetherness.
Mix of lifestyle and product photography, anchored with strong typographic treatments to unify the system.
Color palette shift with campaign phases: bright, energetic yellows in early summer → richer tones later.
Tone & Voice: Inspirational, playful, and curious. Messaging celebrates the bond between humans and dogs while framing DNA testing as the first step toward a summer of adventures. (“Unleash summer savings,” “More fun. More sun. More savings.”)
Audience Tailoring:
B2C (Consumers): Focused on fun, adventure, and bundling savings.
B2B (Breeders): Practical, program-focused messaging like “Optimize your breeding program” and strong price call-outs
Experimentation: Introduced fresh typographic treatments and tested motion/UGC integrations to elevate sales creative beyond static boxes.
Creative Approach Per Phase
Phase 1: Launch + Prime Day
Creative leaned heavily into discount pricing + product box visuals.
Typography treatments emphasized repetition, boldness, and movement to generate urgency.
“Summer Sale” squiggle introduced as a graphic device where format allowed.
Backgrounds leaned yellow with environmental lifestyle tie-ins to reinforce the theme.
Phase 2: Mid-Campaign Flight
Continued focus on product box + bold typography, while gradually layering in lifestyle imagery of dogs and humans.
Narrative shift toward Adventure Awaits — moving beyond deals to strengthen the emotional connection.
Phase 3: Final Push/Urgency
Integrated all creative elements of the campaign.
Introduced “last call” confetti elements to drive urgency and highlight discounts.
FOMO-driven copy paired with celebratory design to close the campaign strong.