BACKGROUND: As part of a seasonal marketing initiative at Curacao, I was tasked with developing the look and feel for the December “Last Minute Deals” tabloid catalog. The goal of the project was to create a visually compelling and high-energy design that captures the urgency of last-minute holiday shopping while remaining aligned with Curacao’s established brand identity. This direction focused on balancing promotional clarity with festive visual elements to engage customers and drive conversions during a critical sales period. I led the creative direction and design of the tabloid, ensuring a cohesive layout system, strong visual hierarchy, and an engaging shopping experience that highlights key deals effectively.

PROCESS: I began by reviewing past holiday campaigns and analyzing Curacao’s promotional strategies to understand how to effectively communicate urgency and value during the December shopping season. From there, I established the visual direction for the tabloid, incorporating festive elements, bold typography, and high-impact color choices that align with the brand while capturing attention. I developed a structured layout system to organize product categories, pricing, and promotional callouts, ensuring clarity and ease of navigation for customers. Throughout the design phase, I created and refined multiple page compositions, balancing dense information with visual hierarchy to maintain readability. The final step involved polishing the layouts, ensuring brand consistency across all pages, and preparing the tabloid for print and distribution.

RESULTS: The project resulted in a visually engaging and strategically designed December “Last Minute Deals” tabloid that effectively captured customer attention during a high-traffic holiday period. The final design delivered a clear and compelling shopping experience, highlighting key promotions while maintaining strong brand consistency. The cohesive layout and bold visual direction helped communicate urgency and value, supporting increased customer engagement and driving in-store and promotional interest.