Fall 1 2025

Theme Kickoff

Every seasonal campaign begins with a kickoff — but the brief we receive is only the starting point. For Fall 1 2025, the primary theme was Halloween. We were given graphic elements, loose color palettes, type direction, and two 3D in-store executions to work with.

Everything else was ours to solve.

Concepting & Walkthroughs

Beyond the primary Halloween theme, Fall 1 included 13 additional collections to brand across the full store. All concepting begins virtually — building alignment before a single physical mockup is made.

Over one to two weeks, we present a fully marketed store four times, with revisions between each walk. To show what that iteration actually looks like, I've documented two key stories side by side: Halloween and Booksmart — from initial concept to final in-store execution.

Booksmart went through several rounds of revision on imagery, messaging, and navigation. The collection was ultimately renamed Fall Favorites to remove any unintended academic association. Every round came back to the same question: are we saying what we mean — and will our customers understand?

Pre-Production

Once concepts are approved, the work shifts to production. Die lines, Pantone spot colors, final dimensions, and substrate specs are prepared and handed off to procurement partners for budgeting.

Image retouching briefs are written and shared with partners. Files are proofed for color and quality. When everything is finalized, we code and release to our print vendors.

From kickoff to vendor release — every seasonal campaign follows this structure. The scale changes. The process doesn't.