Holiday 2024 Collection
Collection Launch & Digital Marketing Campaign Arbonne International, Oct 2024
Project
Role — Conceptualization & Art Direction
For Arbonne's Holiday 2024 Collection, themed “It’s Giving...Season,” I partnered closely with the Creative Director to craft a campaign that captures the magic of the holidays in a way that feels modern, cohesive, and effortlessly festive. At the heart of the design was a rich holiday red palette that I selected, tying together the product packaging and seasonal vibe. The reds gave a nod to tradition but were reimagined to feel fresh and contemporary, providing a strong foundation for the campaign’s visual identity.
To evoke the cozy indulgence of the season, I leaned into luxe yet subtle textures that balanced warmth and elegance, grounding the vibrant photography and adding depth to the overall look. I curated the updated mood board after the shoot, seamlessly blending new photography with visuals from previous campaigns to create continuity, as many of the products are beloved favorites. This included a thoughtful mix of model and lifestyle imagery, paired with stock photography I sourced to highlight ingredients, swatches, and tactile details, helping to tell a sensory-rich story about the collection.
Macro textures added contrast against the busier lifestyle shots, cultivating a tactile quality that drew viewers into the experience. As Art Director, I created detailed campaign guidelines to ensure cohesion across all assets, presented the vision to leadership, and collaborated with designers, copywriters, photographers, and videographers to bring it to life. The result was a campaign that felt both indulgent and inviting, celebrating the joy of the season while honoring the products’ iconic status within the brand.
Scope
Concept & Direction Web — Homepage, CLP, & Web Banners Email — Designed Campaign Social — Posts, Stories, & Banners Print — Flyers Video — Launch & Social
Collaborators
Creative Direction — Brett Ramey Lead Designers — Jenny Dale & Michelle Manaig Photography — Jason Michelson Styling — Laurie Raab Retouching — Mae Dean Copywriting — Erin Humphfres & Marti Longworth
