Every year Costco presents a detailed brief to renew their biggest campaign of the year. We had the task of conceptualizing and designing the main deliverable: The Holiday Gift Guide. In this instance, we faced an extra challenge: show how our Photo Gift Products can help our loved ones stay together, while apart. It was a unique year, to say the least.
We established our 4 main conceptual pillars: connect, decorate, reflect and be together. Each one of them with their respective set of products.
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/fd219af2-5c4f-4b13-93f2-af53f5bc768b_rw_3840.jpg?h=f941fe0a2b970bd4d10bcd1d8d0e4fdf)
Moodboard
In an effort to differentiate the look from previous approaches, we went for a warm and cozy mood; utilizing elements such as paper textures with torn edges, combined with a wintery color palette. Finally, we used gold to accentuate the warm holiday feeling.
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/c6c06afc-6260-41a3-a16a-3f02ce6cd82e_rw_3840.jpg?h=92ff01a084e9d7243b2a79326034e3bc)
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/ad4ff80a-1d21-4619-b753-2af52f44d9b5_rw_3840.jpg?h=47dcc2451124ccc37915050c09384d82)
Print
Polaroid accents helped our Gift Guide bring an extra dose of nostalgia and showcase the products or lifestyle images in a crafty collage composition.
As is usually the case for print guides, creating believable scenarios is one of the biggest challenges. Composing images from scratch to showcase Costco's products and telling a visual story was vital to achieving the overall objective; each image is, after all, a scene from a memory.
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/56a20941-49b2-4634-9188-9c14afaa31c2_rw_3840.jpg?h=129e0367ee0bc60e1ca0adaeae373cdb)
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/e8786078-7f51-4653-92dc-9c6a84b9c498_rw_1920.jpg?h=d7d7fb84e5e5b68b05ae62d1d4eb7c8e)
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/aa5a8906-c45d-40fa-b6f4-0d07daac98b1_rw_1920.jpg?h=1b329cc0771329684c305da8545cbd0b)
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/e4cecb50-2307-4b37-b23a-f865e68f417c_rw_1920.jpg?h=14388a7d1e773bf336c474fc8f3468c4)
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/045b0b0f-9fa9-426a-91dd-3b1389b0356a_rw_1920.jpg?h=8e4207d883d9e726bcf3a4030c60bee1)
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/839e81b0-74c6-42a0-af72-21189d7f3a8a_rw_3840.jpg?h=1408fa3be714a8bea3cfa93a5c8b47d2)
Web
The final step was to translate the campaign into web territory. The four main topics of the campaign were condensed into a landing page, reflecting how each different set of products helps us stay together, while apart.
![](https://cdn.myportfolio.com/344858b4-08f8-4864-aab6-3bd45f6e99fd/159fddd6-3780-4c99-a1e5-063213969dad_rw_1920.gif?h=9b1d0e0647277382fc9ccee93bbb06aa)
Design Credits
Karina Contreras, Rebecca Fletcher - Art Direction
Marketing Design Team - Production Design