Sharing the sense and sensibility of designing for the Christmas market

To mark the last business networking meeting of the year Athena West Berks met at Arigato restaurant in Newbury. As a longterm member, I was asked to present on behalf of my design studio STRONG & TOGETHER. Using examples of seasonal work for clients including JING, Mozzo, Blackberry Cottage, Jax Jeans, Absolute Architecture and Burnside Partnership, as well as referencing some possible ideas for businesses in the room, I was able to offer the group some tangible top tips for how to use the Christmas season to build their brands with their customers.

Christmas is commonly treated with generic images. It’s a massively missed opportunity to really connect in a memorable way with suppliers, thank customers and share the seasonal high spirit.

As a brand expert I work with clients all year round to create brands that respond to calendar moments in an appropriate and opportune way. My top three three recommendations to making the most of Christmas are:

1 Focus

Make seasonal investment appropriate and relevant to budget and brand.

2. Go for impact

Impact means single mindedness, one well chosen image will have more impact than a multitude.

3. Show your personality

Don’t go kitsch just because it’s Christmas, unless of course kitsch is the core essence of your brand! Is your brand elegant, energetic, rustic, refined? Find ways to reflect that personality.

However large or small a company is, Christmas is an opportunity to engage and put yourself at the top of peoples’ list. It’s the brands that give Christmas that bit of extra thought and make it relevant to their brands that will make them memorable and therefore successful.
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