Visual Merchandising
Visual Merchandising is where I get to use all my powers of persuasion to create a connection between a customer and the product. I start with a discovery phase so I can understand all the why's and how's of a product's development and it's place in the retail world.
Product Displays
Creative Direction, Visual Merchandising Strategy, and Display Design
Part of what I did as a visual merchandiser was to design the customer shopping experience. After understanding the goals from the sales team, I made decisions based on price point, line of sight, flow, and storytelling. I was constantly challenged to come up with new solutions for different audiences. I loved when I was able to design custom fixtures for higher end installs almost as much as when I had to reinvent a display by working with what I had. It's all about the challenge.
"Holly's creativity is unmatched. When Holly was leading a project designing a tradeshow space, I was one of the supporting creative team members focused on messaging. She was easy (and fun!) to work with and had innovative ideas to enhance the user experience in the space through engaging interactions. She was always ready to collaborate and approached team meetings with an open mind. Working with Holly on these type of projects was a highlight for me in my job!"
Beth Thompson, Corporate Communications and Public Relations
Experiential Displays
At Malouf, new product was released at the bi-annual Las Vegas Market. I designed experiential displays to emphasize the product's story and value. This meant a broader collaboration with product development, manufacturers, and the whole creative team. After understanding its purpose and construction I would design a display to best tell that story to the buyer.
Window Displays
Creative Direction and Execution
While the product displays offer practical product information the window displays are a more abstract presentation of a new product release. This is where I got to take an idea and break it down to a bold, visual interpretation of the same communication.
