Heyday

Heyday, a lifestyle boutique located in the heart of beautiful downtown Bozeman, offers a fresh approach to everyday celebrations and gift-giving. They’ve been made a household name within the local and regional community thanks to their high standards for hard working staff, strong aesthetic, and dedication to giving back to their community. They aim to surprise and delight you with inspiring gifts for you and your loved ones everyday.

Working here has been one of the highlights of my post-graduate life, and I am so thankful to have been able to reap so much knowledge and depth from the team of thirty women that I work alongside. This team and company have pushed me to be an even better designer, photographer, and overall creative professional and individual.

Homepage Creative Q1 2022

The overall goal for the homepage creative is to invoke a sense of inspiration and call to action for the customer upon landing that will ultimately convert to overall sales.

This goal is achieved by a constant refreshment of creative imagery and engaging text that reflects major holidays, new arrivals, and local products so the viewer is always met with something new and visually stimulating, all while maintaining a clear representation of who Heyday is as a brand, and what they stand for.

Product Photography

My first project upon being hired was to overhaul and re-shoot all the product on the website. At the time, Heyday’s online shop consisted of just about 2,000 items. The overall goal was to enhance and evolve all product images so that they could more accurately represent the current brand standards that Heyday had grown into.

To achieve this goal, we were after movement, more color, accurate product documentation, proper exposure, shadows, and expansion of negative space. Over the course of several months I created a library of 10,000+ images that to this day, I feel proud to say, represent Heyday from the inside out. For more images, please visit heydaybozeman.com.

Ad Creative + Promotional Materials

The overall goal is to create engaging content featuring current products, promotions, and seasonal looks that will lead customers to both Heyday’s online and brick and mortar shop, ultimately converting to increased sales.

This goal is achieved by expanding upon product function, using gif and other movement formats to increase immediate engagement on platforms such as Instagram, Facebook, and Pinterest, and creating printed promotional materials such as “look books” that features the lifestyle that surrounds current featured product.

International women’s month campaign 2022

At Heyday, International Women’s Month has always been a huge deal to celebrate, considering we are a woman-owned and operated business. However, this year we have an all-female staff for the first time in a long time, and we thought it as the perfect opportunity to not only recognize and uplift the remarkable women on our team and highlight the ins and outs of their job that isn’t privy to the outside eye. but to also encourage the support and empowerment of remarkable women everywhere.

In this effort, we created a month-long campaign centered around introducing each department at Heyday, complete with portraits of each and every woman on staff that would make them feel beautiful and celebrated. For cohesiveness, I created a brand around the campaign, faceted with four vector logo alternatives and a color palette shown below. Our campaign aired primarily on social and email marketing, where we also highlighted other women-owned businesses and created products, converting to thousands in sales.

Portraits

Homepage creative

Social media creative

iwm email creative

Email Creative

The overall goal is to create weekly email campaigns and newsletters inline with current and evolving Heyday brand standards that feature current products, new arrivals, promotional sales, and featured collections. With a subscriber base that spans the country and beyond, it’s important to maintain clear messaging and language that sparks immediate engagement that ultimately leads to higher conversions in open rates, click-through rates, and attributed sales.

To achieve this goal, I lean into fresh creative and imagery focused on the featured product or message, and use concise but striking headers with brief supporting copy wearing a brand-specific type treatment. Occasionally we use custom illustrations to add to our brand aesthetic and overall communication. For more examples of email creative and design, please reach out to me at clairemariannawilliams@gmail.com.

For all emails that are sent out, I am responsible for creating + photographing all content, designing the email, as well as writing almost all of the copy, tag lines, and call-to-actions.

Sinage

While Heyday spans a great reach over the US through our e-commerce sight. We do also have a brick and mortar shop in the heart of downtown Bozeman. My responsibilities also reach here to design any sort of evergreen or promotional signage that might be needed.

Illustration

The overall goal, always, is to spark inspiration in our customers, and to show them the magic of everyday moments and celebrations. With that in mind, we love offering free gift wrap, so that in return, they can spark inspiration and joy in whoever is on the receiving end.

To further achieve that goal and help add creative depth, I have illustrated and designed customized seasonal gift wrap that pairs with our solid colors.

Fore more examples of work I have created for Heyday, please email clairemariannawilliams@gmail.com and I will be more than happy to send them your way.