BE THE MOST
Spring Gift Guide
A digital playground of trends, color, and personality, inviting every Claire’s shopper to ‘be the most’ for Spring.
Project Overview
In the spring of 2023, I collaborated on a team to launch the Be the Most Gift Guide for Claire’s. The global retailer believes each new season presents an opportunity for customers to reinvent themselves by expressing their unique style. With that in mind, our team created a shoppable experience, visually consistent with the Spring campaign direction, that offers a range of content, including top trends, styling tips, looks to love, and an interactive Easter basket gifting experience. It’s engaging, inspirational, and on-trend with their GenZalpha (Gen Z + Gen Alpha) customer base.
CLIENT
Claire's
MY ROLE
Lead Art Director
DELIVERABLES
CHALLENGE
Claire’s wanted a digital, shoppable guide that could:
- Reinforce Claire’s as the go-to destination for trends, gifts, and styling inspiration.
- Bring the Spring visual system to life using brand-provided graphic elements, stickers, typography, and a bright pop-pink palette.
- Inspire GenZalpha shoppers through content that feels fun, expressive, and shoppable.
- Support potential future features such as color- or age-based shopping and wish-list functionality.
- Provide flexible templates for email, paid media, and site placements.
APPROACH
1. Bringing the Spring Visual System to Life
We expanded Claire’s Spring campaign’s bold pinks, sticker graphics, and expressive typography into a cohesive digital language. The design balanced playfulness with clarity, creating a visually energetic yet shoppable experience tailored to GenZalpha.
2. Designing a Shoppable Landing Page
Starting with moodboards and prototypes grounded in the Spring campaign style guide, we developed a landing page that merges editorial inspiration with commerce, featuring trends, styling tips, curated picks, an Easter gifting moment, and a dedicated Plush Shop, all built for consistency, flexibility, and conversion.
3. Developing the Gift Guide Style Guide
To support internal teams and encourage a seamless handoff, we created a style guide outlining layout systems, typography, color use, graphic elements, and email/paid adaptations, ensuring a unified look across all Spring touchpoints.
DESIGN SYSTEM + STYLE GUIDE
CLAIRE'S
The go-to destination for the newest trends and style inspiration.
MY ROLE
As Lead Art Director, I translated Claire’s “Be the Most” Spring campaign into a cohesive digital experience, shaping the visual language, layout, and overall flow of the landing page. I partnered closely with UX, development, copy, and C-Studio to ensure the experience felt expressive, shoppable, and consistent across e-commerce, email, social, and paid media. I also developed the Gift Guide Style Guide, giving Claire’s internal teams a clear framework for executing Spring content.
OUTCOME
The “Be the Most” Gift Guide launched as a vibrant, trend-driven destination that boosted engagement and made seasonal discovery more intuitive for Claire’s GenZalpha audience. The experience strengthened Claire’s position as a style leader while the style guide streamlined execution across channels, helping internal teams maintain a unified Spring aesthetic.
