During my senior year of college, I was given the opportunity to serve as a creative director on the University of Oregon’s Ad Team in the 2011 AAF National Student Advertising Competition. Over the course of three months, I collaborated to oversee the design and production processes of a fully integrated campaign for this year’s client and national sponsor, JCPenney. A critical piece of our campaign included the recommendation that JCPenney diversify its color palette to include a range of different colors (including the seafoam accent color pictured below) in order to better differentiate itself from its red competitors.
My specific duties included designing all digital materials, creating a detailed style guide and collaborating with my team members to assemble our final 32-page plans book:
Take a closer look at our digital materials below, or download our entire plans book for a comprehensive look at our campaign. Click to download full PDFs:
Because JCPenney's current website arguably interrupts user experience with too much clutter, I redesigned its online presence to provide shoppers with a clean and easily navigable interface.
To better cater to the needs and desires of JCP customers, I designed the product display pages to mirror the simplicity and ease of boutique websites.
Designed to give JCP customers easy access to information about JCP's philanthropic efforts, corporate partnerships and marketing programs, the microsite serves as the hub of our Reinventing Everyday campaign.
In keeping with the style of our other digital materials, I gave JCPenney's Facebook store a new visual identity. In addition to updating the appearance, we also added new features to the Facebook store that allow users to share outfits and purchases with online friends.
Lastly, JCPenney's mobile application was remodeled to include new features like an interactive look book that allows shoppers to conveniently mix and match different outfits on their mobile devices.
