Wrap it in Red
THE CHALLENGE
Ace Hardware's holiday creative theme is a constant — the warmth and familiar Helpful Hardware folks. The challenge was evolving the visual language for 2025: bringing a more modern, design-forward aesthetic to a brand with deep equity, without losing the seasonal warmth that customers expect.
MY ROLE
Led concepting, oversaw art direction, directed photo and digital/print production, and managed a cross-functional team through the full campaign lifecycle.
THE APPROACH
We brought the brand digital-first and made room for the work to breathe while still adding in the holiday movement. Clean design became the campaign's strongest voice. Rather than treating the visual system as a seasonal afterthought, we built it as a genuine brand asset; considered, consistent, and crafted to last.
DISCIPLINES
Campaign | Art Direction | Photography | Digital | Print
