Digital Art Direction & Lead Design | Designed at PVH Corp. | 2021
Spring/Summer collection features a colorful palette for both men's & women's collections. With Covid still going strong, we continued to highlight "work from home essentials" as part of our season's marketing strategy. Top selling products with the highest conversion rates were men's polos and women's super stretch pants. Additionally, with the brief re-emergence of hybrid work-life, we saw an uptick in sales of button-up shirts (both in the dress and casual category).
The key design elements we explored for this season: push-pull treatment of product photography with detail shots and background plates. The typography shifted to lower case and in some instances, we introduced a serif typeface for headlines. A brighter color palette featuring blues, corals, and bold patterns.
brand logo
sp/su art direction
RESPONSIVE WEBSITE
website - desktop
website - men's landing page + PLP page
ig post
email marketing
email marketing
website homepage
email marketing
ig post
website homepage
email marketing
email marketing
amazon brand store
Client: Van Heusen
Company: PVH Corp.
Creative Direction: Samantha Truedsson
Brand Art Direction: Cristina Delgado
Copywriting: Casey Kettleson
Lead Design: Tayef Farrar, Yi Ming He
Design: Karen Dean, Heather Ramos, Cynthia Hernandez, Meredith Christensen