zulily's 7th Birthday
When the creative team first gathered to choose a theme for zulily's 2017 birthday treatments, we threw a bunch of fun ideas on the table. 70's roller disco was a strong contender. Animals in funny hats. But a marine-themed idea got a lot of attention. Someone pointed out the connection between the 7 seas and our 7th birthday, and our idea set sail.
I was tasked with creating the responsive site and app experience including concepting, photoshoot art direction, retouching, design, and technical implementation. I had three days for concepting, two days on set with one prep day, and about a week for post-production edits and uploading.
In previous years we ran a few birthday deals that had minimal custom creative, but this year merchandising wanted to make our birthday a bit more special. We ran 45+ birthday events grouped into three main types: 7 deals of the day, brands who have been with us for 7 years, and deals under $7.
My concept for the birthday creative was to take the illustrations and create scenes out of cut paper, giving them more dimension and life. I tracked down one of our Merchandising DIY buyers who let me borrow a Cricut cutting machine product sample to make the cutouts — cross-departmental collaboration for the win!
I designed all the layouts digitally first — homepage tiles, event bios, email banner, jump page header, storyboard, event images — each with a desktop, iPad, and iPhone version. I also simplified the illustrations, removing patterns and reducing the amount of colors to make cutting and assembly easier.
After the shoot I did extensive retouching and recoloring — we didn't have all the right colors of paper, pieces needed to be moved here and there, and a general cleanup was needed.
The final site and app placements for our birthday took over multiple locations on our homepage including a link to a jump page that had all 30 birthday events. I also created a graphic background pattern for the site, a special app loader on iPhone and iPad, and a featured banner for our daily email.
In addition to the creative for the events, we also had time to fit in a few just-for-fun shots for our social media channels and annual birthday party.