Zulily is a retailer obsessed with bringing customers something special every day. Unique products from up-and-coming brands are featured alongside favorites from top brands, including clothing, home decor, accessories, toys and gifts, giving customers something new to discover each morning at an incredible price. As a creative leader on the retail team, I developed integrated marketing campaigns and category style guides for the site, email, social, and more.

Mother’s Day 2021 Campaign: Motherhood is craft time gone awry, coaching in middle school math and toys on the floor of every room. But it is also receiving kids' handmade gifts and sharing in their joy when they succeed and grow. Being a Mom is messy, hilarious, and beautiful. For this campaign, we explored these different cornerstones of motherhood — from sentimentality for her and her family to the humorous parenting situations where she can't help but laugh. We juxtaposed this humor with a photography direction that’s elegant and luxe because even though motherhood can be messy, we always want mom to feel special and valued. This campaign spanned numerous customer touchpoints including a custom shop, onsite promotional banners, social, paid ads, and gift cards. A style guide was created so that designers on every team could effectively and efficiently deliver cohesive assets.

Art Direction: Melissa Robinson & Becky Merrill Designer: Chloe Zhart Styling: Blanca-Angela Martinez Copy: Chelsea Ardle, Rachel McLellan, & Dylan Hoff