A World of Easter Wonders
Campaign, Promotion, Event and Window Display
A multi-layered Easter campaign combining retail storytelling, a ticketed family experience, window displays, and a seasonal promotion available both in-store and online. Each touchpoint was designed to connect seamlessly, building a cohesive world that invited customers to explore and engage across physical and digital spaces.
Inspired by Alice in Wonderland, the campaign reimagined the story’s playful spirit through a refined lens, using a muted jewel-toned palette, intricate pattern play, and bespoke illustrations by artist Kelly Thompson. The result was a world of Easter enchantment that balanced nostalgia with modern elegance, capturing the season’s magic through a design-led approach.
I built a visual world with the flexibility to hero both Kelly Thompson’s illustrations and key product stories. Checkered and diamond patterns became the foundation of the design system, often warped to echo the distorted energy of Alice in Wonderland while maintaining enough structure to support commercial applications.
EASTER CAMPAIGN & PROMTION
Easter product was promoted through two complementary approaches. The first was a graphic direction built from the campaign’s patterned and typographic world, incorporating plinths inspired by playing cards to create bold, layered product montages. The second captured the in-store Easter pop-up through photography, highlighting the tactile retail experience and seasonal gifting range.
Running alongside this was a storewide Buy One, Get One Half Price promotion, designed to connect visually with the Easter campaign through its red palette and patterned backgrounds, while also functioning as a standalone retail offer applied across all product categories. To communicate the offer more playfully, a Through the Looking Glass sub-campaign was introduced, pairing mirrored products to illustrate the Buy One, Get One Half Price mechanic.
The World of Easter Wonders campaign and its supporting promotions were activated across print, email, website, organic and paid social, and digital advertising, each adapted to its platform while maintaining a unified visual tone.
Selected examples from a wider range of digital placements, each with varied requirements, overlays in-app, etc.
Guests entered through a whimsical hallway lined with oversized florals, rabbit illustrations, and coloured lighting for an enchanting Alice in Wonderland experience, leading into a bright event space that brought the world of Easter Wonders to life. The room featured an activity station for children with a custom colouring-in sheet and competition, alongside a relaxed lounge for parents complete with a branded coffee cart, Easter-themed shop, photobooths, and selfie moments scattered throughout.
Working closely with the Visual Merchandiser and Event Manager, I helped shape the overall aesthetic from concept to installation, ensuring cohesion across graphics, props, furniture, and floral elements. The result was a captivating, family-focused environment that extended the campaign into an engaging in-store experience.
INSTORE EVENT
As the first iteration of the World of Easter Wonders event, the goal was to establish a new signature activity with potential to grow into an annual family tradition. The project moved from concept to launch in a short timeframe, meaning ticket sales needed to open before the event space had been completed.
To drive early engagement, I developed a suite of promotional assets built entirely from the campaign’s graphic language, drawing on pattern, illustration, and typography to build anticipation without relying on photography. The rollout spanned organic and paid social, email, website, digital ads an Eventbrite listing, each tailored to communicate a clear, cohesive message around the ticketed 45-minute sessions.
Selected examples from a wider range of digital placements, each with varied requirements, overlays in-app, etc.
Spanning two blocks of windows, the display was designed as a visual journey through an Easter-inspired Wonderland. One window set focused on Men’s and Women’s fashion, styled within a refined world of oversized floating playing cards, graphic suite symbols, and a palette drawn from the campaign’s muted tones. The second centred on Kidswear, toys, and Easter gifting, taking on a more playful, storybook quality reminiscent of a pop-up book, with large-scale illustrations, blooming florals, and a distorted checkerboard lane suggesting Alice’s winding adventure.
Each composition balanced scale and simplicity, inviting discovery while maintaining cohesion across both façades. Campaign messaging for the storewide promotion was applied as a removable layer, allowing the design to flex as offers changed and ensuring longevity within a single visual framework.
WINDOW DISPLAYS
CREDITSA World of Easter Wonders for Smith & Caughey’s, 2024.
Design Tash Coyle.
Illustration Kelly Thompson.
Instore Visual Merchandising Saimai Utto.
Instore Event and Activation Facilitation Lydia Dinkha.
Window Install and Fashion Styling Saimai Utto and Kevin Broadfoot.
Photography Tash Coyle.