During my time with Lane Bryant, I held several positions. One of my positions was working as a graphic designer on their concept team. During this period, I helped to shape and conceptualize brand campaigns for Lane Bryant and Lane Bryant Outlet stores. At this time, the team was undergoing a team transition and I was hand-picked to help plan the Spring 2020 Lane Bryant Outlet photoshoot for their March and April floor sets alongside the creative director and eventual new hire of a senior art director. This floor set vision was to showcase the soft, easy and welcoming fashions, including their new linen collection, Easter dressing, and new LIVI activewear sets for their value outlet consumers.
My role in planning and concepting this photoshoot included collaborating on set design, creating the shot list with the producer, art directing on set alongside the senior art director, making selects and offering retouching notes, and creating campaign mock ups to help showcase the floor set execution for their spring season. I then helped to assemble and design assets for a hand off deck that guided the floor set execution and design plan for their promo production team for website, store windows, and email executions.
For this shoot we wanted to showcase a pop accent color wall for a trendy visual interest that allowed for the fashion to really shine through and not compete, while still offering a modern clean aesthetic. We chose the accent color walls as a way to elevate their traditional on white e-commerce imagery, yet still honor the value positioning established branding. We chose a peach color for March assets and a soft blue for April assets to create a new design system for outlet that could easily be scaled and produced for the entire year floor sets with the color changing each month to one of our supporting brand colors to create brand consistency.