Season of love
2023
“Season of love” was conceived as a creative concept for the “Whole Foods Market” Elevated event series, with the specific objective of serving as the signature visual representation for the Valentine’s Day season during the month of February.
Project scope
Art Direction
Illustration
Discovery
During the ideation process, various avenues were explored to arrive at the desired outcome. Initially, the design direction aimed for a conventional Valentine's Day look with a sweet candy heart. However, upon receiving feedback from stakeholders, it became apparent that the original design was deemed overly feminine and reminiscent of Hallmark's aesthetic. Consequently, the challenge was to elevate the design and align it with the more sophisticated, organic look preferred by our discerning customers. The focus shifted towards exploring ways to infuse the design with natural elements and to achieve a more refined and elevated appearance.
The Design
During the final design phase, particular emphasis was placed on creating illustrations that were less polished and more abstract and organic in appearance. This approach helped elevate the overall design and imbue it with a sophisticated aesthetic. While the original vector illustrations were a great starting point, it was ultimately decided that hand-drawn illustrations on an iPad would be the best route to achieving the desired look. Additionally, the lockup was another critical aspect of the design, and I opted for a minimalistic approach that would be easy to read and usable across different platforms. The Creative Director's input played a crucial role in refining the lockup, with a preference for a more modern and organic look that moved away from groovier elements. Two color palettes were explored, including a soft cerulean and a cream version, both of which were aligned with traditional Valentine's Day color schemes.
Reflection
Having had the privilege to develop a concept for a major event that lay beyond my current role was a valuable learning experience for me as a designer. I am thankful for this opportunity, as it allowed me to stretch my creative boundaries and provided me with invaluable insight that contributed to my professional growth.
Project status
Despite the fact that the company opted to pursue a different direction, I am pleased with the outcome of my design. Although it was challenging to compete against other designers who possessed a greater understanding of the company’s priorities and history than I did at the time, this experience served as a valuable lesson for the future. Even though my design was not ultimately selected, I am gratified to have received positive feedback from my art directors.