Seasonal, editorial retail campaigns
For the past four years, I've played a pivotal role in shaping Village Life, a seasonal luxury lifestyle magazine representing a North Sydney shopping center. My responsibilities encompassed concept development, photoshoot coordination, product selection, art direction, layout design, and retouching.
This comprehensive involvement ensured the magazine's high-quality design, engaging content, and captivating features. As a result, Village Life has become a powerful tool in enhancing consumer engagement and positioning St Ives Shopping Village as a vibrant retail and community destination.
Designed at Factory One, Sydney Australia.
I've made it a point to craft distinct and creatively refreshing content each season, delivering a consistently evolving and improved final product for the client. This approach not only adds excitement to the creative process but also ensures our work remains engaging and unique.
Over the past few years, navigating the challenges brought by the pandemic, including lockdowns and the surge in online shopping, has been demanding. However, we've effectively adapted by prioritizing local storytelling and emphasizing the human aspect of independent retailers. This approach has allowed us to create compelling content for our community during isolating times, all while maintaining healthy profit margins.
Campaign Concept
Initial research of upcoming fashion and homewares trends, organising calendar events to curate a unified presentation featuring 2-3 diverse visual directions. This includes options for still-life/flatlay studio shoots and a range of on-location possibilities.
Photoshoot
From coordinating and securing the styling team, photographer, and locations, to communicating with every retailer in the centre to ensure product availability, creating a detailed run sheet for the day, making key creative decisions, and handling expectations and approvals from both the stylists and the client
Magazine & Launch Campaign
All layout and design elements, photography retouching, content writing and captions, final pre-press steps to ensure a successful and quality print. Once the magazine is complete, a roll-out campaign is also completed, with full in-centre signage, elevator doors, social media kit, digital advertising kit and local area marketing.
