Bluemercury
Holiday - 2024
Services:
Art Direction
Graphic Design
Social & Email Design
For Bluemercury’s 2024 Holiday Campaign, I led the art direction and crafted the digital experience across their website, including the homepage, Staff Picks gifting page, and Gift Guide. The visual identity I developed was seamlessly extended to social media, email marketing, and in-store displays, creating a cohesive brand presence. Additionally, I designed signage for new store openings during the holiday season. The overall aesthetic featured a sophisticated blend of silver tones, light refractions, and subtle hints of blue, aligning with Bluemercury’s 25th-anniversary branding while spotlighting the brand’s photography and premium offerings.
Role: Designer and Art Director @ LPM.LA agency | Collaborators: Jules Camposano, Richard Gleason
Mood Board & Art direction
The moodboard centered around a refined palette of silver, light refractions, and subtle blue accents, conveying a modern yet festive feel. This visual direction was designed to evoke a sense of understated luxury while maintaining brand consistency and highlighting Bluemercury’s 25th anniversary branding.
The overall art direction focused on creating a sophisticated, luminous look that balanced contemporary design with classic holiday elements. I strategically integrated Bluemercury’s brand photography to reinforce product storytelling while maintaining visual cohesion. This treatment was extended to the website’s homepage, Staff Picks gifting page, and Gift Guide, ensuring a seamless user experience that was both engaging and brand-centric. Below is the final photography for product, mood, and model.
Design Application
The design treatment was strategically extended across multiple channels, including social media, email marketing, and in-store signage. This approach ensured a unified visual language that reinforced the campaign’s aesthetic while maximizing brand recognition. For social media, I developed dynamic, visually compelling graphics that leveraged the silver and reflective elements to convey a festive yet sophisticated tone. Email marketing assets were designed to maintain visual consistency, featuring striking imagery paired with refined typography to highlight key products and holiday gift selections. Additionally, I created custom graphics for new store openings, incorporating the same silver accents and light refractions to maintain cohesion across digital and physical spaces. This comprehensive design treatment effectively captured the celebratory essence of the holiday season while aligning seamlessly with Bluemercury’s premium brand identity, elevating the customer experience across all touchpoints.
Results
The Bluemercury website experienced notable growth from November 1, 2024, to January 1, 2025, with sessions increasing by 55% to 4.21 million, driven by holiday promotions, email marketing, and targeted campaigns around Black Friday and Cyber Monday. This surge presents an opportunity to optimize landing pages and implement dynamic product recommendations to convert new visitors. Total sales nearly doubled to $19.63 million, indicating successful promotional strategies and potentially higher average order values (AOV), supported by a slight increase in the conversion rate to 2.1% (+8%). To capitalize on this trend, prominently display limited-time offers on key pages, incorporate countdown timers, and streamline the checkout process with clear CTAs. Orders increased by 72% to 104,019, aligning with higher traffic and sales, suggesting a strong product-market fit. Adding quick-buy buttons, showcasing product bundles, and integrating order tracking can further enhance the customer experience. Despite higher traffic, the conversion rate has only modestly improved, indicating room for optimization through clearer navigation, user-generated content, and express payment options. Enhanced product pages, targeted landing pages for holiday promotions, AI-driven product recommendations, and exit-intent popups offering targeted discounts could significantly boost conversions and revenue.