Halloween 2022 case study

moodboard

Research began with the keyhole phrase “Trick or Treat”. The “trick” side already had a starting point based off a suggestion to explore "witchcore” aesthetics, but the “treat” side didn’t have any other starting points aside from being a more friendly and kid-oriented aesthetic.

I began with a list of associated words starting from “trick” and “treat”, and from there was able to generate a starting point for the “treat” side being like a party with vibrant coloring. This gave me a filter to work with as I gathered visual inspiration, and also led me to a trail of thought where I recalled what types of parties I found fun as a child. The blacklight time that bowling alleys had were always a great delight to me and my friends, especially if we were wearing a lot of white. From there I began to collect imagery that had a similar vibe, ranging from rainbow scratch paper art to glow-in-the-dark objects and neon lighting. Coincidentally, the blacklight visuals also fit well with a couple of new products that utilized a special ink that glowed under blacklight. Afterwards I created a color palette and also found a few options for typefaces. During this process I also collected images of the upcoming products for this occasion to help make sure that the images and colors I developed could match multiple designs.

Mockups

I did an initial presentation of my moodboard to my team (art director and another graphic designer). Then, I made a few mockups (along with the other graphic designer) as shown below. Afterwards I presented everything to a larger group that included stakeholders from other teams like retail, and we further concentrated the elements of each aesthetic until we were satisfied. After finalizing everything, I went on to create assets like color swatch palettes for other designers to use.

executions

Below are branded elements and examples of the “Trick or Treat” style being applied to marketing assets.

From left to right: branded lockup, fall 2022 catalog, non-licensed acquisition video (focusing on treat style), and licensed acquisition video (focusing on trick style).