Journee — Wedding Edit Campaign
About the project
Year:
2024
Client:
Journee
Responsibilities:
Photo Styling, Art Direction, Campaign Content Design
Overview
Journee’s Wedding Edit is a seasonal campaign highlighting footwear for weddings, from brides and bridesmaids to guests and special occasions. The campaign required a refined, romantic visual direction that felt elevated while remaining true to Journee’s approachable, fashion-forward brand.
The Brief
Create a campaign concept and visual language for the Wedding Edit that establishes a cohesive, wedding-focused story and translates across email, social, and digital touchpoints.
Goals
Establish a distinct, wedding-focused visual direction
Create a cohesive campaign system that scales across channels
Highlight product while maintaining a romantic, elevated tone
Support storytelling and conversion through clear hierarchy
Solution
I developed a campaign system rooted in soft neutrals, romantic tones, and elevated styling. The visual direction balances lightness and sophistication, allowing product to remain the hero while reinforcing a wedding-ready aesthetic. This system was applied across email, social, and web to create a consistent and recognizable campaign presence.
Color Palette
A soft palette of warm neutrals, blush, and sage tones was developed to support the romantic direction and unify campaign assets.
Visual System
Layouts emphasize breathing room, gentle contrast, and clean hierarchy to keep product central while maintaining an elevated feel.
Email & Digital Assets
The campaign system was applied across email, social, and web, creating a consistent story while supporting product discovery and conversion.
Outcome
The Wedding Edit campaign established a cohesive visual identity for Journee’s seasonal wedding assortment and provided a flexible framework for future wedding-focused storytelling.
