Case Study
02 Need Supply
Art Direction + Graphic Design
2019-2020
At Need Supply Co., I worked across digital and print design, creating campaign assets, email creative, and other customer-facing materials within the brand’s established visual system. I collaborated closely with the studio, marketing, and engineering teams, contributed to digital user experiences, and took on art direction for the 2019 holiday campaign.
The Hierarchy of Need
I art directed Need Supply Co.’s 2019 holiday campaign, working with the studio and photography teams to establish a visual direction and carry it across campaign imagery, digital design, in-store signage and marketing.
Campaign photography
Saturated color fields, sculptural props and candid moments, shot to feel warm, playful
and a little off-kilter.
Photographer: Emmysu McDonald
Stylists: CJ Lancione and Alex Thorne
Everyone has needs. The campaign borrowed Maslow’s pyramid and turned it into a gift guide, building from rest and comfort up to the things that make a season feel good.
Holiday landing page
The pyramid became the site’s front door, with each numbered tier opening a guide like Rest, paired with the campaign photography.
In-store signage
The storefront windows rebuilt the pyramid in white product silhouettes beside the campaign headline.
Staying Creative
An Instagram Live series of interviews with makers we love, from ceramicists and chefs to designers and yoga teachers, talking through their creative process. Each episode got its own color pairing, so the series reads as a set in the feed.
Sales & promotions
Seasonal sale campaigns across social, email and site.
