‘Tis the Season for Seasonal … Planning

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Willoughby Design



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Seasonal Branding

3 Ways Investing in Seasonal Branding Drives Emotional Engagement And Ultimate Purchase

We are a country that loves to celebrate. In 2023, Americans spent $964.4 billion in the November/December Holiday period, exceeding the National Retail Federation estimate. That’s a lot of candy canes and ugly sweaters.

If your job is creating seasonal celebrations you know that those Holiday products were likely in the planning stages before Valentine’s Day and you’ve already completed your 4th of July, Back to School and possibly even Halloween 2024.

Every brand expresses seasons differently. At Willoughby, we work to understand the core of that brand, from values and personality to audience expectations and product history, to ensure celebrations are authentic and true to core brand identity. Trend forecasting and deep dives into culture and tradition are the added elements to craft timely (and appealing) seasonal products and campaigns.

Over the years we have worked with clients as they prepare their seasonal offerings. Dixie, Panera, Hostess, Hershey’s, Main Event and Kohl’s have all called on us to help them deliver compelling design and messaging throughout the year. They understand the importance of creating a compelling brand experience that strengthens their relationship with their consumers.

The benefits of seasonal celebrations include:

1. Additional Reasons to Engage
Why celebrate the 4th of July with everyday plates when you can make your party special with Stars and Stripes?

Dixie Patriotic Seasonal Design

View Dixie Patriotic Case Study

2. Creating Expectations
Changing with the seasons creates anticipation and scarcity. It’s not summer without the Strawberry Poppyseed Salad from Panera. Better enjoy it before it’s gone!

Panera Summer Celebration Seasonal Design

View Panera Summer Celebration Case Study

3. Relationship Building
The best brands have customers who depend upon them season after season to be part of their celebrations and personal expression.

Dixie Holiday Seasonal Design

View Dixie Holiday Case Study

Seasonal celebrations draw consumer attention, drive sales, create brand loyalists and increase awareness. And frankly, they’re a fun collaboration that helps brands develop lifelong relationships with their customers.

If you’re interested in learning more about how we can help create seasonal branding that delivers on your brand promise let’s connect.