The campaign primarily appeals to parents of younger children, showcasing product for various school-related occasions—think breakfast & lunchbox staples and classroom essentials. It also often encompasses electronics and home goods for older teens and occasionally college aged young adults.

Anticipating instances where multiple Back to School creatives would be viewed in close proximity, I aimed to develop a versatile system of design elements that would offer flexibility in constructing various layouts while maintaining a cohesive look and feel.

Our designers used these elements to section off creative for copy, images and product. A set of doodles and highlighter marks added a playful touch and were used to draw attention to key words, phrases or products.

To craft the color palette, I initially opted for primary colors, aiming to again evoke memories of early school days. However, to ensure our creative didn't resemble those of competitors like Costco and Target, I infused warmth and yellow tones into the red, resulting in a rich orange shade. In order to differentiate from our predominantly blue evergreen style guide, blue hues were reserved for callouts, doodles and headlines. Additionally, green was introduced as the primary color to complement the selection of secondary colors, providing a grounding, cool tone that harmonized with the various blues throughout the site, while also evoking nostalgic images of chalkboards and playgrounds.