Happy Everything! Collateral

Happy Everything! Collateral is a showcase of the projects and tasks I’m responsible for within the Happy Everything! by Laura Johnson brand. These projects all encompass creating marketing assets for direct to consumer and business to business touch points spanning across email, social media, the e-commerce website, wholesale website, and retail locations. Happy Everything! by Laura Johnson products are an interchangeable concept that includes a variety of bases for décor, serving and entertaining and a wide variety of over 70 attachments to make decorating for the next non-stop occasion a snap.

Email Marketing

My main collateral responsibility within the Happy Everything! brand is the design and execution of email marketing features. The brand sends anywhere from 3 to 5 emails a week, and I am personally responsible for making sure the requested features are produced in a timeline to be reviewed for approval and scheduled ahead of the outlined send date.

With the objective of these features being to create an evergreen design that can form a multipurpose email feature bank, I have to not only keep in mind how the features for the requested email will play together as a whole but how the individual feature communicates the requested message by itself. Utilizing the brand guidelines and templated email feature layouts I select imagery to aid the provided copy in fulfilling the purpose of the feature: to sell, inform, and/or inspire.

Social Media Assets

One of the primary organic consumer touch points falls within social media marketing. These asset tasks frequently include creating campaign graphic templates to be used to promote new product launches as well as seasonal campaigns and evergreen marketing efforts. When designing these templates I have to be mindful of maintaining brand identity while creating unique and engaging graphics that take into account a platforms content safety boundaries. Additionally, I have to take under consideration the variety of imagery and application within each campaign to create a cohesive look.

On top of graphic socials I am also responsible for creating organic social assets. This encompasses resizing imagery for Facebook and Instagram to showcase the variety and details within a product launch; or selecting and creating an imagery bank of the visuals that best inspire decorating, serving, and/or entertaining for the next occasion ahead. Frequently, this involves a level of photo editing work that includes crafting background extensions or expanding upon furniture and/or patterns in the image to better suit the dimensions needed for social assets.

E-commerce Design Support

The Happy Everything! e-commerce website recently underwent a transition to a new hosted theme, creating the production need for a design master template that define section image dimensions and content safety boundaries to streamline execution. One of the biggest design challenges to come with this transition was building webpage layouts with the limited theme sections available. This often leads to problem solving and adapting the creative direction provided to fulfill the request as close as possible while working within restrictions.

My responsibilities within the e-commerce site encompass not only cropping imagery and creating graphic banners for the site, but additionally building out pages within the backend of the site theme. Graphic banners on happy-everything.com promote new product launches, seasonal collection campaigns, market promotional periods, and sale promotions within the homepage. Seasonal collection webpages are designed to present the customer with a curated collection of bases and attachments to help them prepare for the never-ending occasions ahead. These pages not only promote collections and products to shop, but also provide the customer with style and usage inspiration for serving and décor.  

Promotional Campaign Visual Stlye

I’ve updated and established an overall visual identity within the Happy Everything! brand for all new product launches as well as the retiring attachment campaign that happens every year. Additionally, I’m responsible for creating the visual style for any marketing sales promotions that happen within the given year. When tasked with creating these style guides, I have to be mindful of the brands overall visual identity while keeping the promotions look unique to the campaign.

GET HAPPY Spring & Holiday Parties

The Get Happy Spring and Holiday parties are a bi-annual promotional events where customers that shop during the party period receive 20% off as well as a free limited-edition attachment with the purchase of a Happy Everything! base. These parties bring in a large revenue from long time collectors looking to add the limited-edition attachment to their collection.   

When creating the visual style for this specific promotional event I had to be mindful to maintain overall brand guidelines while making a unique look for the Get Happy Parties, with the additional consideration that each specific party would have its own color pallet and imagery to work within the style guide.

Sales Tools

Sales tools encompass B2C as well as B2B touch points. I design campaign printed signs to be placed in retail locations as well as be provided to wholesale customers for new product launches, promotional events, and products apart of out Giving Back program where a portion of the sale is donated to an organization. On top of signage for the retail storefronts I’ve designed printed brand cards to be handed out to customers as well as included in charitable donation to help aid in brand awareness.

Business to business sales tools include printed and digital collateral aids for wholesale customers. These assets present themselves in the form of digital catalogs, wholesale books for sales representatives, printed mailer cards to be sent to partner leads, and More Than A Manufacturer™ marketing aid for existing wholesale partners.

Photoshoot design

In addition to collateral responsibilities, I lead and/or assist in the photoshoot rough design and pitch for new marketing campaign efforts and product launches. Being a part of the rough design process allows me to bring inspiration for how to showcase and present new products while providing feedback on previous shoots by pitching new or additional shots we can do to enhance the scope and aid in collateral execution.