Each season our team creates campaign concepts that set the visual and storytelling tone for Helzberg’s key seasons – from Mother’s Day to the holidays. Several of my concepts have been selected to lead seasonal campaigns, shaping everything from the look and feel of photography to the overall mood of the season. Below, you’ll see my concepting process from moodboards and mockups to the final executed assets. This shows how the initial idea shapes the look, feel, and tone of a full seasonal campaign.
You are my sunshine
We all have someone who lights up our lives; incredible people who have shaped our stories and made us who we are today. It’s the mother who has loved us. The father who has always had our backs. The graduate who has us beaming with pride. Using soft shades of yellow and warm casts of light, this concept celebrates all those who are the “sunshine” in our stories. By investing in meaningful gifts of Helzberg jewelry during the Mother’s Day, Father’s Day and graduation seasons, we honor them with lasting reminders of the warmth and joy they bring to our lives.
Execution
Where Past Meets Future
As your lifetime jeweler, we’ve been here for you at every holiday season since 1915. Every gasp of surprise and every memory made expresses our proud heritage of giving a special gift that will last for generations to come. This year, we’re celebrating our iconic past with vintage Helzberg ad objects revived for a new era. Here our past marries beautifully with our future. Though our look may be new, our legacy of unconditional care at the holidays is a story for the ages.
Execution
At Kansas City magazine I shaped visual storytelling through a blend of photography, illustration, and design. I directed photoshoots, collaborating closely with photographers, stylists, and illustrators to bring each feature to life. From conceptualizing cover imagery to curating visuals that complemented editorial content, my role was to create layouts that were not only beautiful, but also told the city’s stories with clarity, personality, and impact.
