Sam’s Club refreshed its brand in 2023, prompting a redesign of seasonal campaigns to align with the new identity. For Valentine’s Day, the first post-rebrand campaign, I integrated brand elements (blues, patterns, and grids) with pinks, hearts, and curved accents to evoke a modern, playful design. The result balanced brand consistency with Valentine’s Day charm. It was used in both 2024 and 2025, and served as a reference for subsequent seasonal style guides.

Role

Art Direction, Concepting, Design

Credits

Agency / Dentsu

Design / Jacquelyn Chung

Video / Crystal Behrends