Gift & Share the Season:
BCLIQUOR’s Holiday 2023 Campaign
The holiday season extends to multiple cultures and communities across British Columbia. As the days get shorter and colder it’s the commonality of time shared with family and friends that make the holidays special for all. BCLIQUOR’s campaign for the 2023 holiday season incorporates all this and more by featuring their products in contemporary scenes that celebrate the elegance and shared experiences of these darker days.
Designs for In-store Collateral: Main theme Floor Stand Dangler, Double Backer Card, and COM Sign
Designs for Supporting Category In-store Collateral: Double Backer Cards
Close-up of In-store Collateral: Gloss varnish treatment over text enhanced the metallic look.
Designs for Large Format Display Lightboxes
Mock-ups of Gift Bags
Gift Card Designs
Process
Capturing the feeling of a winter solstice was my challenge as the lead designer of this campaign. Inspired by the direction of the Senior Manager of Brand and Customer Experience, a clear direction to incorporate dark tactile textures and contrasting metallic highlights was thread throughout designs for the entire campaign.
Designs were highly dependent on photographs to successfully capture a delicate balance of dark and light. To ensure all pieces captured this elusive aesthetic, I developed mock-ups illustrating the lighting and placement of props for external creative teams to reference while building sets and determining how to stage lighting in advance of the day of the shoot. While on set, I provided support as a designer consultant and provided advice on staging. The resulting photos were a cohesive series of products and scenes that captured the essence of the campaign.
Role: Lead Designer, Concept, Design Development, Support During Content Production as Designer Consult, Overseeing Team Production
Project/Scope: In store collateral, consumables (gift cards and bags), large format display, advertising, retail website, social media.
Client: BCLIQUOR, BC Liquor Distribution Branch
Credit(s): With BCLIQUOR (Marketing: Senior Manager of Brand & Customer Experience, Senior Graphic Designer, Internal Design Team, Visual Presentation Team, Digital & Advertising Team); Photography PICNIC Creative