TOMS - DTC Promo Art Creative Direction

These are art concepts I led and designed for past promotional campaigns across email, paid social, and web. For longer and larger sales, it is important to keep each email looking fresh and different to prevent customer fatigue.
At the same time, all assets should work together as a cohesive campaign by using campaign-specific elements, while remaining clearly recognizable as part of the brand through strategic use of brand colors and stripes.

I’ve also included some of my favorite graphic lockup concepts that I put together before passing them on to the rest of the team.

End of Season Clearance Art Direction -
TOM’s biggest sale of the season. The goal of this promo campaign is to be
the boldest out of all of our other sales while staying within our brand style.

Family & Friends Sale Art Direction -
Customers wait for this once-a-year sale. Concepted and designed the
entire sales campaign.

April Sale Art Direction -
For longer sales like these, it is important to keep each email looking fresh
and different to prevent customer fatigue. At the same time, all assets should
work together as a cohesive campaign by using campaign-specific elements,
while remaining clearly recognizable as part of the brand through strategic
use of brand colors and stripes.

Holiday 2025 Art Direction -
Below is a small collection of promotions I created and led throughout the 2024 holiday season.