Shop the Village

Elevating Winter Shopping Through Cohesive Design

Overview

"Shop the Village" was a winter shopping campaign undertaken by the Greenwich Village Chelsea Chamber of Commerce in the winter of 2022. This case study details the design and execution of various deliverables for the campaign, focusing on Instagram posts and advertisements for LinkNYC kiosk screens. The project's success lay in aligning the designs with the established branding while capturing the essence of the winter season.

Role

Digital Designer

Interaction, Visual design, Social Media

Project Goals

  • Seasonal Storytelling: To counteract the seasonal dip in engagement, a storytelling approach highlighting the upscale winter shopping experience was recommended. This approach aimed to evoke emotions associated with winter shopping, encouraging people to explore local stores.
  • Design Integration: The existing branding deck served as a foundation. The solution involved utilizing design elements, typography, and color palette from the branding deck as guiding principles to ensure visual consistency throughout the campaign.
  • Adaptation Techniques: Techniques to adapt the brand colors to a winter context were proposed. This included the use of deeper, cooler shades that resonated with the winter season, creating a harmonious blend of brand identity and seasonal aesthetics.

    • The design strategy for the "Shop the Village" campaign centered on a seamless fusion of the established brand identity and the seasonal context. By leveraging insights from color psychology and understanding winter shopping trends, the campaign embraced a upscaleĀ and inviting aesthetic. The integration of brand elements, coupled with adaptations to the winter palette, ensured visual consistency across all deliverables. The design approach aimed to evoke emotions associated with winter shopping, fostering engagement and resonance among the target audience.

    Deliverables

    STV Instagram Posts

    Leveraging the insights from color psychology and winter aesthetics, Instagram posts were created that featured local stores adorned with warm lights and seasonal decorations. These visuals were accompanied by captions that narrated the cozy winter shopping experience.

    STV LinkNYC Kiosk Ads

    Designs for the LinkNYC kiosk screens embraced the brand's winter palette, showcasing winter-themed products and inviting text that encouraged passersby to explore the Village's stores.

    Results and Impact

    The "Shop the Village" campaign yielded notable results by enhancing engagement during the winter season. Instagram posts garnered a 20% increase in likes and shares compared to previous campaigns, reflecting heightened audience resonance. The campaign contributed to a 10% increase in foot traffic to local stores during the winter period, positively impacting sales and reinforcing the importance of design-driven seasonal campaigns.

    This project underscored the significance of aligning design with seasonal context to create emotional connections. Adapting brand colors to evoke specific feelings enhanced visual appeal. Collaborating closely with an existing branding deck ensured consistency while allowing creative interpretation. Moreover, incorporating data-driven insights from past campaigns reinforced the effectiveness of captivating visuals and succinct messaging for engaging diverse audiences across platforms.