Blue Nile celebrated their 25th anniversary in 2024 and the creative team was asked to develop a new look and feel for the annual anniversary sale that runs every summer. We wanted this sale to become a recognizable, anticipated event for our customers, with an evergreen style that could be flexible enough to be adapted into something fresh year after year.
Skills
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I led the concepting and brainstorming for this promotion and collected inspiration, created mockups, and presented design examples to develop a cohesive campaign.
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I designed emails, showroom signage, and other digital marketing assets.
Concepting
With Blue Nile being founded in 1999, and 90s nostalgia a huge aesthetic trend of the moment, I looked to vintage fashion ads, magazines, and typographic trends from the 90s. I was inspired by vibrant cerulean blues, elegant serifs, and summery imagery.
We looked to one of our brand colors, #0072e5 Bright Blue. Previously only used as an accent color, this bright blue felt very of-the-moment in 2024 while also carrying the potential to be used year after year. We decided that it would be a perfect bold hue to differentiate our biggest sale of the year as something that was true to the brand, eye-catching, and timeless.
We searched for a signature typeface that was elegant, luxurious, and called back to those used by iconic fashion brands and magazine editorials in the 90s. I chose Kepler Condensed for a visually impactful and refined sale lockup.
To tie together our 25th Anniversary theme, we used black and white photography, film grain overlays, and I created custom handwritten script for accents and product callouts.
Showrooms
We chose a bold typographic approach for the signage to differentiate it from other campaigns and promotions and to debut the bright blue promo color. Signage made the discount clear and put the Anniversary messaging at the forefront, resulting in increased interest and foot traffic in showrooms.
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Sabrina Gaffney, Nate Hoe
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Felicia Leroy, Francesca Penchant