Readers.com Rebrand
Once ROWE and the senior leadership team worked together to flesh out the new brand direction, the creative team was brought in to align on creative guidelines and to start rolling these changes out across different platforms. With this new brand direction, the goal was to tell more of a brand story versus being as discount focused as the brand had been. My main focus was to update paid social creatives with the design, as well as providing some versions with and without the discounts for testing.
My main focus was to create paid social ads in multiple formats with the new look and feel. In addition to new ads that focused on the brand messaging, the team was also interested in testing that messaging against different promo offers to better understand what customers were responding to the most. Other assets updated included website category banners and content blocks, as well as display banners.
Holiday 2022 was the first large campaign to use the new branding. A big focus was on the gift guides created to help customers find products that fit their needs and price point. Using the dark colors of the new palette and an evergreen texture, I designed a landing page, category page banners, and heroes for the homepage to highlight these gift guides.
There was also a large push on both paid and organic social for the gift guides and holiday sales. I created a variety of assets that were used across platforms.
