Concept IMAGE BOARD
COMPLETE PROGRAM DEVELOPMENT
From concept to specs, design to merchandising, I developed the full program of Holiday Happy Mail for presentation to major customers for seasonal promo space opportunities. Based on the concept of a resurgence of snail mail + personalizing & crafting holiday letters, this full program space included mailing / card bases and a variety of embellishments.
"#HappyMail is a movement to turn the hundreds of digital photos that we all have floating around and transform them into shareable, mailable works of art. Social media is great, but it can't bring the same kind of joy as opening a handcrafted keepsake from a loved one.
Slow down, print out, and craft something special with #HappyMail."
While appealing final product design was paramount, other program development considerations included:
• product details: clear specifications to convey to manufacturers
• merchandising: fitting into the retailer's space in a way that appeals to the customer and makes sense visually & intuitively
• product assortment: variety of price points, customer needs, and favorable program margins
Example of product specs for manufacturers