Creative Concepting
Creative concepting is akin to embarking on a quest for gold. While you may explore numerous avenues, not every path is going to yield success. However, there are always precious nuggets of inspiration that fuel the journey, urging you forward until you strike that grand deposit of brilliance.
Get The Look
Before it was the Style Studio, Zales fashion edit page went through several variations - from a detailed fashion magazine concept like this one, to it's final iteration as a listicle with short, snackable, and shoppable sections.
This was the initial concept for the ZSS. Copy heavy for sure, but lots of snippets from this novel eventually made it to the short story.
Lab-Created Diamonds
The ask? "Make this brand sound romantic and aspirational, but add some of the science-y details in there too."
Lab-created diamonds are a big thing now, and the original idea was to make the diamonds sound either 'organic' or 'star-like' or, because the LCDs we were preparing to sell were near-flawless, 'brilliantly illuminated.'
My team and I concepted potential collection names and taglines along with a narrative that captured the essence of the ask. While part of the tag and narrative ultimately made it to the finished collection assets, the name they eventually settled on was Lab-Created Diamonds by Zales. :-)
Poptober
When it's the second week of September and the brand wants to complement the upcoming October bridal sale by making it more of a 'thing,' Poptober is born.
Since a bridal sale was already scheduled, we riffed on the idea that October is the perfect time to pop the big question. We brainstormed and came up with the concept of making Poptober an 'engagement holiday.' Was it a good idea? I don't know. Did it have an effect sales? Minimally - it was a better social play. Could have it been more impactful if we had more time and budget? Definitely.
But we got a page up on the website and you can see it here.
Not all concepts are winners.
Peoples Mother's Day: Text Messaging
This was a fun one.
Remember when a lot of the ads you saw on TV were cute texting moments? Peoples decided to jump on that trend and create some back-and-forth texting scripts for a social play.
I concepted several script options. These are the three that made the final consideration. The final selection was Best. Compliment. Ever. - my personal fave.