digital design
CASE STUDY No. 7
misc. email campaigns and wireframing
Creative direction
digital
Creative direction
Michael's fall digital campaign
wireframing
Multi-phase seasonal campaign across email, digital marquee, and social
A two-phase digital campaign for Michaels' fall season, designed to move customers from "getting the shop ready" early in the season into a full Welcome Fall launch spanning décor, floral, baking, and Halloween. The work covered email (stills and animation), homepage and category digital marquee, Pinterest and Instagram social (stills, animation, and video), and influencer-driven content — all unified under one seasonal system but flexible enough to give each sub-collection its own personality on shelf and online.
Scope
The campaign was built around four distinct décor collections — Cottage Flower, Heirloom Harvest, Happy Harvest, and Natural Home — plus dedicated moments for fall floral, fall baking, ribbon and DIYs, and Halloween. Each collection needed its own color story, typography treatment, and supporting imagery while still reading as part of the same Michaels fall ecosystem.
Approach
I designed the campaign in two phases to match how customers actually shop the season. Phase One — Get Your Fall Shop Ready — focused on supplies, floral, and DIY makers gearing up early. Phase Two — Welcome Fall — opened up the full décor assortment alongside seasonal moments for baking, wreaths, and Halloween.
Within that framework, I built distinct visual systems for each collection: warm terracottas and creams for Heirloom Harvest, dusty pinks and ochres for Cottage Flower, deep merlot and gold for Happy Harvest, and a moodier palette for the Halloween "cozy to creepy" porch story. Each collection carried its own typographic voice and graphic language, but they all snapped back to a shared seasonal grid, illustrative leaf accents, and photo treatment so the campaign held together across every channel.
final concept
