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Yichan Wang
Leibowitz Holiday Campaign
Leibowitz Holiday Campaign
Web Design
Senior Digital Designer
2023
A self-promotion project at Leibowitz Design, the annual holiday card was an opportunity to showcase the full range of our creative capabilities and attract new clients. Since many of Leibowitz’s clients come from financial services and higher education, we used this project to highlight skills and approaches that are not commonly requested in client work. This year, we created an interactive holiday card generator, a playful way to advertise Leibowitz's creative process while showing what the agency can do outside the conventions of the finance sectors.
Challenge
Holiday messaging trends generic, and we wanted the card to be distinctly Leibowitz without being obnoxious about it. As a boutique agency, what Leibowitz Design sold was service, so we wanted to highlight our creative process that was craft-driven and hands-on: Research, Strategy, Content & Design, Execution & Evolution. The challenge was turning those abstract phases into something a recipient would actually want to click through.
Solution
We built an interactive holiday card generator that turned the creative process into a mix-and-match experience. Each phase became a character: The Researcher, The Dreamer, The Designer, and The Craftsman. Visitors combined them to build their own hybrid, which made the point that the phases don't run in sequence so much as overlap. Once they settled on a design, the site generated a custom holiday card to download and share. The interactive site drove a 37% increase in engagement over previous static newsletters and led to direct client inquiries.
