For Holiday 2020, I assisted in the look/feel of the campaign by creating hand-lettered assets for both print and digital pieces, spanning from mailers and packaging, to emails and homepages.

Lettering Lockups

I created these pieces with a Tombow Fudenosuke Brush Pen, then photographed and vectorized in Adobe Illustrator.

Holiday Mailer

I worked with my team to establish headline needs for different sections of our hoiday mailer to create one-of-a-kind touches of personality throughout the direct mailer.

Store Experience

Here are some examples of how we translated these elements into the store experience.

Conclusion

I loved every part of this project. It was so fun to bring my lettering hobby into work and see it produced and in stores across America. I loved playing with how to best fill the space available as well as how to make the phrases have distinct personality.