25th ANNIVERSARY: THE RED SHOPOur 25th Anniversary, a huge moment for the brand. Everything red, everything shaped, everything Nikki. We wanted to lean into what makes spanx iconic, our clothes but our signature red. How did red come about, why was it called the red shop? On top of the iconic anniversary, we were asked to create a New York Times wrap for all subscribers - so when it launched in October, they would see red, they would see our history, and how we became the spanx we are today.
ROLE
Digital Design Lead, Design Toolkit, Global Assets for all media (.com, social, wholesale, etc.)
PARTNERS
Emily Kapsner (Creative Director), Liz Hall (Design Director), Kwynn Butts, Gracie Pearlman, Dany Chavez, Neha Khetan, Katie Weeks, Lindsay Denniger and Melanie Frazza
PHOTOGRAPHY - LED BY Emily Kapsner
GLOBAL
EXECUTIONS (MOTION)
Alongside our global campaign assets, we were also asked to create a NYT Cover wrap for subscribers, this was issued nationwide and was such a huge and powerful project for out 25th anniversary! This was so fun to design, we tasked an illustrator to work on the diagrams and hand drawn women to make the wrap feel whimsical. Lindsay Denniger our head copywriter brought it home with her copy direction, and this was sent out to thousands around the US!
OUR NEWSPAPER NYT EDITION
OUR NEWSPAPER NYT EDITION
DESIGN DIRECTION
Our initial design direction lasted weeks, while we tried to direct how we wanted to show up, we explored all possible ways to make it come to life, here is just a snippet of how our brains worked together !
Boston, MA CAT MOM