The Challenge

Verizon's annual holiday campaign required translating a cross-channel creative platform into a cohesive retail experience spanning national retail locations, mobile units, print fixtures, and digital displays.

While the campaign's core visual system had already been established, the challenge extended far beyond adaptation. Retail environments introduced unique considerations around scale, viewing distance, fixture dimensions, content hierarchy, and customer behavior that could not be solved by simply applying existing creative assets across formats.

The objective was to preserve the integrity of the campaign while ensuring the creative remained impactful, legible, and engaging across a highly diverse retail ecosystem.

The Solution

As the retail channel designer, I led the application and evolution of the holiday campaign across physical and digital retail touchpoints. Working closely with cross-functional partners, I translated the established campaign system into a retail-specific expression that could effectively scale across a wide range of fixtures and environments.

A key part of the process involved evaluating how campaign elements interacted within each format and refining the relationships between typography, graphic elements, imagery, and messaging to ensure visual balance and consistency at every scale. Rather than treating the campaign system as fixed, our team identified opportunities to strengthen and extend it, providing feedback that informed how the broader campaign could perform more effectively across retail applications.

In addition to system adaptation, I curated lifestyle photography and motion assets from the campaign toolkit and partnered with copywriters to refine headlines and messaging, ensuring the work maintained clarity and impact within the unique constraints of the retail environment.

The Result

The final execution delivered a cohesive holiday experience across Verizon's retail footprint while preserving the spirit and energy of the larger campaign. By thoughtfully adapting the creative system to real-world environments, the work improved consistency across touchpoints and demonstrated how retail can serve as an active contributor to campaign development rather than simply a downstream execution channel.

The project highlighted the value of approaching retail as a strategic design discipline—one capable of influencing how brand systems are applied, refined, and experienced at scale.

Role

Graphic Designer — Retail creative lead responsible for campaign adaptation, visual system development, photography and motion asset curation, messaging refinement, and execution across national retail and mobile environments.