Showcasing shoe styles through seasonal trend colors, the creative highlighted curated color groupings that emphasized the diverse range of hues while seamlessly cross-categorizing styles. The featured trend colors included neutrals, blue, red/pinks, yellow, and metallics. The final creative assets were developed across email marketing and the website.
RYKA | CALERES
St.Louis, MO
ART DIRECTOR | Lauren Calicutt
PHOTOGRAPHER | Jason Patrylo
STYLIST | Maddie Bert + Claire Essner
MARKETING EMAILS
Designed a variety of email campaigns and modular email slices centered around seasonal trend colors. The creative approach encouraged cross-category shopping by showcasing different shoe styles through color, rather than traditional fitness categories, allowing consumers to discover styles based on their preferred color story.
E-COMMERCE EXPERIENCE
+ MARKETING ACTIVATION
The website reflects the color trend story, highlighting the season’s key colors and offering consumers an alternative way to shop by color rather than shoe style. Assets include plp ads, mega menus, and secondary story on website.
PLP Ad
Additional PLP Ads
Mega Menu
Secondary Story on website