How Designers Help Make Your Retail Campaigns More Profitable
UGG South Coast Plaza (October 2025) hired Feels on Brand to convert an existing space into a pop-up UGG store, elevating brand storytelling and campaigns.
Seasonal retail campaigns are among the most powerful selling tools inside stores, but they’re also among the most complex. Every month, season, or quarter requires fresh creative direction, aligned storytelling, cross-team execution, and a rollout plan that works across multiple store floor plans and teams. When done well, seasonal campaigns create customer engagement and increase sales. When done poorly, they drain resources and overwhelm teams.
This is exactly why big brands are shifting toward year-round design partners rather than handling each campaign as a one-off project. At Feels on Brand, we specialize in developing retail campaigns that feel intentional, elevated, and easy to activate across flagships, fleet stores, outlets, and everything in between. Our approach blends high-level creative direction with real-world retail rollout expertise.
In this article, we will walk you through exactly how annual partnerships make retail campaign launches more effective, profitable, and easier on internal teams, as well as the exact roles a retail designer can play in campaign launches.
What Effective Annual Retail Campaigns Make Possible
Cohesive Storytelling That Drives Customer Engagement
Seasonal campaigns shape how customers experience your brand throughout the year. They introduce fresh stories, guide shoppers through shifting assortments, and create the moments of excitement that keep stores feeling relevant. When campaigns are well-planned and thoughtfully designed, they strengthen brand storytelling, elevate customer experience, and ultimately increase conversion and sales.
Feels on Brand custom designed campaign assets to rollout to all UGG NA locations, including South Coast Plaza (October 2025) .
UGG hired Feels on Brand to scale their campaign across across all NA locations, including 5th Ave Flagship. (July 2025)
Localized Execution for Consistent Impact
Rolling out campaigns across multiple stores adds a layer of complexity that many teams underestimate. Each location, flagship, fleet store, or outlet, has its own footprint, product mix, customer flow, and levels of visibility. Without a scalable system, campaigns can easily lose cohesion, leading to inconsistent visuals, confusing directives, and campaigns that fall flat. A well-planned seasonal framework ensures every store receives a tailored version of the campaign that fits its space while still delivering a unified and elevated on-brand experience.
Seamless Workflow From Creative to Execution
Seasonal campaigns require tight cross-team alignment to create the intended high-impact retail moments. When campaigns are treated as one-off projects, teams often fall out of sync. A year-long approach brings cohesion across every touchpoint, allowing storytelling to deepen over time and ensuring retail, marketing, photography, and VM teams align long before execution begins. Each season rolls out with predictable timing, clear expectations, and consistent execution. Campaigns feel less reactive, more intentional, and far easier for internal teams to manage.
Reduced Production and Execution Costs
Taking a full-year lens empowers brands to make smarter decisions about materials, formats, and long-term strategy. Instead of reinventing the wheel each season, teams can build off what already exists by repurposing custom-built elements, reusing materials where appropriate, and designing components intended for multi-season use. This reduces waste, minimizes production budgets, and prevents the expensive last-minute fixes that often come from reactive planning.
Financial Certainty
A flat-fee structure eliminates financial uncertainty that can often come with retail campaigns. It gives your team a clear understanding of yearly investment, alignment on expectations, and the freedom to focus on storytelling rather than administrative logistics. By eliminating financial uncertainty, teams can plan more strategically, execute consistently, and maximize the impact of every seasonal launch.
UGG South Coast Plaza (October 2025) integrates campaign assets into their product presentation, with the guidance of Feels on Brand.
Where Retail Designers Can Help Make Your Campaign Launches More Effective and Profitable
Every retail campaign is built on three major phases: toolkit development, toolkit adaptation, and production support. Brands partner with retail designers to support one, two, or all of these steps, depending on their internal bandwidth. While most teams need the heaviest support in toolkit adaptation and production, retail designers also play a critical role in shaping the creative toolkit itself. Below is a breakdown of each phase of the retail campaign process and how designers support your team at every stage.
Toolkit Development
Toolkit Development is ideal for teams that need end-to-end support. Our role is to ensure the seasonal story is not only visually strong, but also fully translatable across every store format in your fleet. When we’re brought in early, we help identify what imagery is needed before shoots begin and work directly with photo teams on composition, framing, and scale so assets arrive retail-ready. From there, we build a comprehensive campaign toolkit that includes scalable renderings, messaging hierarchy, and a clear storytelling framework that shows exactly how the campaign should come to life in windows, wall bays, and key merchandising zones.
The result is a cohesive, elevated seasonal narrative that internal teams can roll out smoothly and consistently across every location with no guesswork, no misinterpretation, and no disconnect between creative intent and in-store application.
Toolkit Development services include, but aren’t limited to:
Creative direction that defines the seasonal story
Photography guidance and retail-specific shot lists
Development of a clear, scalable toolkit with renderings and messaging hierarchy
UGG Soho (July 2025) customized window creative Feels on Brand.
UGG 5th Ave (May 2025) campaign toolkit adapted by Feels on Brand.
Toolkit Adaptation
Toolkit Adaptation is the service we provide most often, as this can be confusing and tedious for internal teams and is where retail campaigns can often fall apart. While brands typically supply a beautifully designed toolkit, it rarely drops seamlessly into every store. Our role is to bridge the gap between your internal creative team and the realities of your physical spaces, translating the overarching campaign into clear, store-specific executions. Even the strongest toolkits need thoughtful interpretation to account for unique floor plans, window conditions, fixture packages, and regional requirements. This includes adjusting creative files to exact dimensions, developing renderings for unique store layouts, preparing production-ready assets for key merchandising zones, and providing detailed elevations so installers know exactly what goes where. By adapting the toolkit for each store, without altering the creative intent, we ensure the campaign shows up correctly, consistently, and cohesively across your entire fleet.
Toolkit Adaptation services include, but aren’t limited to:
Adapting existing toolkit to fit each store’s type, window condition, and merchandising zone.
Developing renderings of the proposed adaptation for each unique store location.
Providing store-specific elevations and instructions to ensure consistent roll-out.
Flagging constraints or opportunities that help the campaign land as intended, even when conditions vary.
Production Support
The final phase of every retail campaign is ensuring that creative assets are produced accurately and installed smoothly in every store. This phase includes two distinct but closely connected steps: creating precise mechanical files and partnering with vendors through production and rollout.
Mechanical File Creation
This is where approved creative assets are translated into production-ready artwork. We build print-ready files, prepare dielines and technical specifications, confirm materials and finishes, and optimize every asset for clarity and proper scale. This prevents costly reprints, incorrect sizing, and last-minute surprises.
Vendor Partnership and Rollout Support
Once mechanicals are complete, we work directly with vendors to ensure flawless execution. We review proofs, color checks, and prototypes, provide material recommendations, and answer technical questions so production runs smoothly. Our job isn't complete until the campaign is installed and you're happy with the execution.
UGG Macy’s Herald Square (October 2025) custom sized campaign artwork.
UGG hired Feels on Brand to adapt their UGG Extreme Collection campaign to their 5th Ave Flagship location (December 2024).
Final Thoughts on Why Your Retail Campaigns Deserve a Strategic Year-Round Partner
Profitable retail campaigns look flawless from the outside, but they are created through structure, expertise, and a deep understanding of how storytelling translates into the physical retail world. Whether a team needs support developing the creative toolkit, adapting assets across dozens of unique store formats, or ensuring flawless production and rollout, retail designers play a pivotal role in turning seasonal ideas into high-impact in-store experiences. When brands plan ahead, partner for the full year, and invest in consistent execution, their campaigns become more profitable, more scalable, and far easier for internal teams to manage. With the right systems and the right partner, seasonal campaigns stop being stressful and start becoming one of the most powerful growth tools in your retail strategy.
Now that you understand how partnering with a retail design studio can help transform retail campaigns, it’s time to integrate them into your retail strategy. With over 15 years of architecture, in-house brand, and design agency experience for influential brands including HOKA, Arc’teryx, Nike, Adidas, and Garmin, Feels on Brand is the go-to retail experience design studio for creating unforgettable retail spaces. Together, we'll help navigate designing and implementing your next retail brand experience.
Get started by reserving your project timeline today.
