Working with the Chronicle Books brand team, marketing team, and our in-house photographer I designed and illustrated holiday patterns for our social media channels and blogs. We created a book gift to engage our instagram followers for the twelve days leading up to Christmas. Our marketing team created twelve categories of books which I illustrated. These categories were for animal lovers, creatives, stargazers, motivation seekers, pop culture, cocktail aficionados, foodies, book lovers, kids and teens, letter-writing, and stocking stuffers. Special thanks to Liz Rico, for art direction as well as the marketing team and Naomi McColloch for the beautiful photos.
12 Days of Giveaways
12 Days of Giveaways
Process
Illustration
I sourced images for visual references for my illustrations and created moodboards and quickly iterated through different illustration styles. My illustration process is first a monoline drawing, then color filling, and lastly adding a holiday element.
My drawing and illustration process is completed in layers. I first outline and draw a monoline rendering of an object, then proceed to draw the color filling on another layer. I add a secondary layer with shadows, and then bring back the black monoline to tie together
the illustration.
Pattern
I iterated and tested through pairing illustrated elements with eachother and within their book categories. This process involved experimenting with color and pattern variations by testing proximity of the icons to one another.
Art Direction
Assisting with the art direction of the shoot, I paired all our book titles with their respective categories. I also had to source photo props from Chronicle’s large clusters of ribbon and holiday decorations and style the books with their corresponding pattern.
Results
The social analytics results for December showed that the 12 Days of Giveaways campaigns had the highest social media engagement rate in three categories of our books; Art, Children’s, and Food + Lifestyle. Our Art + Design category had the highest impression rate of the season.
