Back to school takeover
BRAND: Diapers.com
ROLE: Art Director & Designer
the OPPORTUNITY:
Diapers.com was an online retailer that sold everything from diapers & formula, to clothing & toys. As customer interest in apparel continued to grow, the strategy team identified a high-value opportunity: to create curated seasonal campaigns that were anchored on the apparel category and to cross-sell into all the other main categories onsite. The resulting design system of landing pages were meant to create ease of use for the customer and to position Diapers.com as a one stop shop for all your children's needs.
the Design solution:
The design process started with mood boards and big ideas, and evolved to sketching and wire-framing the landing pages. Next, was the photoshoot planning, casting, art directing the shoot, post-production and finally the design of all the deliverables. In addition to approvals from leadership, I also presented to all the category managers at key intervals during the process to ensure all the business requirements were being met. This project was a huge undertaking and took months to pull together, but also marked a significant step change in the planning, merchandising and CRM strategies for the organization. It also marked the most successful back to school campaign in Diapers.com history.
The creative process
The CAMPAIGN ecosystem
sharon caminero | creative director
Hi!, I’m a creative leader with 19+ years of experience building brands, developing high-performing in-house teams, and driving strong cross-functional collaboration. I combine creative vision with measurable outcomes, delivering work that connects, converts, and elevates business results. Let’s connect.