TIVOL Spring Catalog 2021
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For our third Spring Mailer, we made some changes. After the crazy year that was 2020 we needed a way to offer additional opportunities to our co-op brands. In order to accommodate the strict standards that many of our brands require
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TIVOL MAGAZINE 2020
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As TIVOL's Upper Management team began to think about moving their annual magazine to an entirely in-house project I began to work on my fifth issue. In the midst of the hectic year that was 2020, this project became a new challenge. How do we balance the craziness that is this year with selling product and giving the customer a unique reading experience?
I felt confident that we could create even more of our own content for the publication to ensure we had the final creative control and could change the messaging as the world shifted. This is always a challenge of starting to develop content in June for a publication that won't hit mailboxes until November. Our team collaborated to create stories that could be adapted to be more pandemic friendly if we were locked down again. And I mixed in pieces that highlighted the stores ability to pivot and stand the test of time in Kansas City. More than half of the content in the publication was created entirely by our in-house team during the pandemic. |
SPRING CATALOG 2020
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After the success of the first in-house Spring Catalog in 2019, we began to create another. This time exploring the juxtaposition of beautiful high end jewelry with natural, unrefined wood elements. This is an idea that the ownership team has been interested in exploring for quite some time and I was excited to develop a concept around that idea.
On the lifestyle shoot we collaborated with local furniture manufacturer UNRUH for the shoot location, and we were able to obtain wood samples and wood shavings from them to tie those elements in on our flat lay pages. We also worked with Shop MRGN, a Kansas City based online boutique, to obtain clothing. I worked with our buyer and ownership team to style the outfits with jewelry that created a cohesive look for every shot on each model. |
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TIVOL MAGAZINE 2019
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In 2019 we wanted to incorporate customers into the magazine in a new and different way, so we reached out to multi-generational families and hosted them in the store for photoshoots. The families were gifted the photos and were able to try on jewelry for the shoots which directly resulted in sales within each family before the magazine had even hit homes.
We also focused on local businesses, featuring local restaurants in our "Delicious Bites" story. This was a new challenge for me as I learned about and implemented food styling in each of the shoots along with my usual role as creative manager, art director and jewelry and set stylist. Nearly 70% of the pages in this issue were conceptualized, directed, edited and designed by me as the Creative Manager. By utilizing my marketing tracking system I was able to track conversions from this publication and determine what content would serve us better in future issues, an important role as we bring the publications entirely in-house. |
SPRING CATALOG 2019
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As the Creative Manager I created a direct mail catalog, to replace one of the bi-annual magazines the company publishes. I led the project from concept development to print including taking over as Creative Director on TIVOL's first in-house multi-location photoshoot. I worked closely with our buyer as well as the upper management and ownership team to determine the product we would feature, and created a shot list that maximized each models time.
I began to study jewelry editing and worked to develop my skills in order to cut down on the cost of outside editing. I trained our in-house photographer to ensure I was getting the best quality images and was able to edit every image in this mailer myself. Some of the images were actually utilized by our jewelry vendors like Penny Preville and Marco Bicego in their local advertisements. I developed a system for tracking marketing efforts, and using this I was able to track conversions that could be attributed to this piece. |
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OLDER PUBLICATIONS
TIVOL Fall/Winter 2018
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TIVOL Spring/Summer 2018
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TIVOL Fall/Winter 2017
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These publications have been some of the most difficult and most rewarding projects I have worked on. I have been involved in five issues of TIVOL's in house magazine, and I worked on these three issues from start to finish. This work included concept development, creative direction, product selection, design, and more on a tight deadline.