Fall Pro Xtra Week
ROLE
Design Lead
YEAR
2025
DISCIPLINE
Creative Direction
Campaign Design
Brand Identity
Motion Design
Presentation Design
Associate Communications
THE CHALLENGE
Pro Xtra Week required stores to coordinate promotions, vendor demonstrations, customer outreach, associate engagement, and daily events across a multichannel campaign. The challenge was to turn a content-heavy activation plan into an approachable seasonal identity that could organize important information while building excitement among associates.
The system also needed to remain consistent across detailed toolkit content, editable store resources, static graphics, and animated communications.
Project Overview
PROJECT OVERVIEW
I led the creative direction and design for the Fall 2025 Pro Xtra Week campaign, developing the “Pro Fall Fest” identity and extending it across associate communications and store activation resources.
The campaign included a seasonal logo, toolkit graphics, challenge communications, and an editable PowerPoint calendar that allowed stores to customize their daily activities. I also created animated digital boards and a series of countdown graphics running from 14 days to launch day to build awareness, encourage participation, and maintain momentum leading into the event.
A consistent visual system of autumn colors, illustrated foliage, painted textures, and wood-inspired elements connected every asset while giving stores the flexibility to plan and promote their own Pro Fall Fest experience.
