The process for the Holiday 2021 campaign began with a collaborative strategic deep dive into Starry’s brand identity, audience insights, and seasonal marketing objectives. The goal was to amplify Starry’s playful personality while crafting a festive campaign that would resonate emotionally with customers and drive promotional performance. We explored how to infuse the brand’s lighthearted tone with holiday warmth in a way that felt authentic rather than overly commercial, ultimately landing on a custom illustration style that blended charm, clarity, and visual consistency. This direction was carefully chosen to create a memorable, joyful aesthetic while maintaining strong brand recognition across all formats.

I began by sketching concept ideas that reflected key emotional themes—celebration, surprise, and cheer—refining these into a cohesive visual system designed to scale across both print and digital platforms. Strategic adaptability was a core focus: each illustration was built to work across different formats, ensuring the campaign could meet the needs of local activations, national messaging, and omni-channel marketing. Once finalized, the illustrations were applied to a full suite of deliverables including email templates, postcards, door hangers, and digital banners. Each asset was optimized to support specific touchpoints in the customer journey—from awareness to engagement to conversion—while reinforcing a unified holiday narrative.

Throughout the process, I partnered closely with the Starry team to ensure each execution not only captured the brand’s festive energy but also aligned with business goals, promotional messaging, and print production requirements. The result was a flexible, strategically grounded campaign that delivered visual impact, emotional resonance, and cohesive brand storytelling across every customer interaction.