Article Outdoor Furniture Campaign
In Spring 2022, Article launched over 100 new styles as part of their outdoor furniture line. As a direct-to-consumer furniture company with no physical showrooms, it was paramount that we created a cohesive online journey that encouraged further exploration of our product and brand.
I was fortunate to be a part of the team that developed the concept and creative strategy for this 10-week omnichannel campaign and worked closely with the Art Director and Copywriter to bring the creative vision to life.
Goal
Introduce our new collection and establish Article as a leading outdoor furniture brand.
The Team
Han Huynh
Cam Hudson
Grace Yu
Laura Harvey
Leo Cox
Mike Pence
Melissa Hall
My Role
Graphic Design
Visual Direction
Date
2022
The overall concept for the campaign was the Senses of Summer – a celebration of the season's scents, sights, and sounds.
Establishing the specific look and feel of the campaign was a collaborative effort by the creative team. Many brainstorming sessions were held and mood boards shared to get the feeling just right. As a result, we focused on lighting, materials, and rich textures to capture the warmth and glow of summer.
The Landing Page was the heart of the campaign. It housed the new product collections and acted as the primary story-telling platform.
We went with an editorial, off-grid layout to give the beautiful images room to breathe and provide a smooth cadence to the flow of the page.
The Campaign Emails followed the same visual direction, focusing on sunny pops of colour and layering rich backdrops to add depth and texture.