Every season’s line at vineyard vines is inspired by something. Summer 2021 was inspired by the Florida Keys and everything that that incredible location encompasses. This is a journey through each stage of the process, a process that is repeated 3 times a season and 4 times a year.

IDEATION

Once a theme has been decided and a line has largely been designed, it’s up to the creative team to tell that story and bring those clothes and the people that wear them to life. This presentation includes inspiration from the Keys, the beginnings of the designed Summer line, some people and places that could potentially define the line and some early stabs at execution from graphic to narrative treatments.'

MARKETING PLAN

Marketing works with Merchandising and Design to devise a plan to get products in front of customers in a way that will be most effective and highlight product stories with the appropriate weight behind it.

CREATIVE PLAN

Once given a list of priorities and deliverables from Marketing, I plan the creative execution. This process largely revolves around the photoshoots for the season. We typically have 2-4 photoshoots per season varying in size and complexity. Planning involves finding locations, models, activities, booking stylists and other crew, planning looks and many other details. This is all before I go on set to art direct. The process is pretty similar in studio and on location.

CAMPAIGN PHOTOGRAPHY

The photography is a huge piece of the seasonal puzzle, it’s success informs everything we do creatively afterwards. In addition to directing all location and studio shoots, I make selects, request retouching and present to key members of the team.

CATALOG

While the catalog is not the biggest business conversion tool, it is the first piece of a campaign that establishes narrative and graphic treatments for the season.

FULL CAMPAIGN

All digital and social executions follow the creation of the catalog. Unique website experiences are scoped and built, email campaigns are realized and both organic and paid social pieces are created.