Little Words Project: Love Club
Love Club is a feeling. Like when your crush compliments you on your laugh, or you share a secret with your bestie. It’s those warm fuzzies that enter your body when you realize you really can rely on your people. Little Words Project®’s new Valentine’s Day styles are a celebration of those connections. And the next best thing to actually being at the sleepover, or in love, or wrapped in a bear hug, in our opinion. 💝
Role: Creative Direction, Design Direction + Art Direction | At Little Words Project, I was hired to build and lead their in-house brand design team, as well as spearhead supporting imagery such as photography, illustrations, animations and more.
Valentine’s Day brings up mixed emotions for many, that’s why we created Love Club, a celebration of all things girlhood. Inspired by vintage motifs from the 50’s and 60’s, the visuals of our Love Club Collection tugs on the heartstrings with old photographs, steamy love novels, and cheeky phone calls. We wanted to go all in on the romance, celebrating with over-the-top heart iconography, bold vintage patterns, and playful props. We lean on pinks and pastels to showcase our new line of Little Word™ bracelets as well as the charms that pair with them.
In our “Little Layers” line (by Little Words Project®), we’ve elevated the vibe to feel richer and more premium, while still staying true to the Love Club aesthetic. By deepening the palette with dark reds and fuchsias, we lean into a romantic, vintage speakeasy atmosphere feeling more expensive and luxurious.
The marketing campaign shows an array of photography paired with our flirty design direction that’s inspired by nostalgic doilies and chocolate boxes.
We overtook Little Words Project®’s social channels with teasers, behind-the-scenes footage, and b-roll from the photoshoot, inviting our community to join our Love Club!
To build excitement and spread the word, we hosted a Love Club event at our Tampa, Florida retail location. The space was transformed with bespoke signage and curated collateral, including a custom-designed newspaper and an old-school newspaper stand. It was the perfect way to celebrate Valentine’s Day with your favorite group of friends, full of love, laughter, and nostalgic charm.
Role: Campaign & Photography Creative Direction/Art Direction + Design Direction
Collaborators: Jenny Huang (Photographer), Beth Pakradooni (Prop Stylist), Marilyn Anai (Wardrobe Stylist), Dillon Johnson (Senior Graphic Designer), Sydney Kaplan (Copywriter), Chelsea Santa (Social Content & Event Photographer)