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Valentine's Day represents one of the biggest seasonal retail moments of the year, creating an opportunity to inspire gift discovery while standing out in a crowded marketplace. The challenge was to develop a campaign that captured the excitement and emotion of the holiday while helping customers easily find meaningful gifts for every relationship and celebration style.
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I created a vibrant, customer-focused campaign built around the themes of connection, celebration, and thoughtful gifting. The visual system combined romantic color palettes, engaging lifestyle imagery, and clear promotional messaging to guide customers through curated gift collections across digital and print channels. Designs were optimized to create a seamless experience across web, email, social media, and in-store marketing materials.
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Increased engagement with Valentine's Day promotional content across digital channels.
Boosted visibility of featured gift collections and seasonal product offerings.
Delivered a consistent omnichannel experience across web, email, social, and retail environments.
Strengthened brand presence during a key seasonal sales period through cohesive creative storytelling.
Adopted across multiple marketing channels
The Valentine’s Day Campaign made a revenue of $276k which was +31% vs LY.
Project created as part of a seasonal marketing initiative and showcased here as a portfolio case study.
Valentine’s Day Campaign 2026 for Total Wine & More
Presenting and Gaining Stakeholder Buy-In
To secure approval, I presented the creative strategy through concept boards and visual explorations that connected the design decisions back to business goals. Rather than focusing solely on aesthetics, I demonstrated how the bold neon-inspired visuals, vibrant color palette, and experiential storytelling would help the campaign stand out in crowded seasonal marketing environments. Stakeholders were able to see how the concept would function across multiple customer touchpoints, from first impressions in email and social media to product discovery on the website and in-store. Framing the design around customer engagement, product visibility, and campaign scalability helped build confidence and gain alignment across teams.
Collaborating to Bring the Vision to Life
Developing the Valentine's Day campaign required close collaboration with copywriters, marketing stakeholders, merchandising teams, and channel owners to ensure the creative concept aligned with both customer expectations and business objectives. Early in the process, I partnered with copywriters to shape the campaign narrative around celebration, connection, and discovery, ensuring the visual direction and messaging worked together as a unified experience. By sharing moodboards, creative rationale, and customer-focused insights, I helped the team align around a modern Valentine's Day concept that felt fresh, energetic, and relevant to Total Wine & More's audience.
Scaling a Vision Across Channels
Once approved, the campaign evolved into a fully integrated creative system that could be adapted across email, social media, digital advertising, web placements, and retail environments. Throughout execution, I continued collaborating with stakeholders and channel partners to ensure each adaptation maintained the integrity of the original concept while meeting channel-specific requirements.
Social assets - designed by campaign team.
Positive Results!
This cross-functional partnership helped create a seamless omni-channel experience that strengthened campaign recognition and customer engagement. The campaign ultimately generated $276K in revenue, a 31% increase versus the previous year, demonstrating how strategic creative thinking, stakeholder alignment, and collaborative execution contributed directly to measurable business results.
Lead Designer for the Homepage Takeover Web Page - serving millions of annual visitors
I was the design lead for the homepage takeover. I designed all assets throughout the page including the custom navigation discs. This translated the Valentine's Day campaign into a cohesive digital experience. I primarily focused on visual consistency, content hierarchy, and intuitive user flows to help customers easily discover products and gift ideas.
Designing for Real Valentine’s Day Moments
My design thinking centered on creating a campaign that reflected how customers actually celebrate Valentine’s Day, whether that meant a romantic dinner, a gathering with friends, or a self-care evening at home. Inspired by the moodboard’s bold neon signage, vibrant color palette, and energetic nightlife aesthetic, I moved away from traditional Valentine’s imagery and focused on creating something more modern, inclusive, and experience-driven. The visual direction emphasized discovery and celebration, helping customers envision how wine, spirits, and gifts could play a role in meaningful moments rather than simply promoting products.