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Mother’s Day

The Task

Huckberry is first and foremost a men’s shop. We do carry some women’s gear and apparel, but don’t have a permanent women’s section on our site. We do, however, curate our women’s goods into a few gift shops throughout the year during key moments: the holidays, Valentine’s Day, and Mother’s Day.

That said, these shop launches tend to be a bit of an afterthought. Historically they’ve gotten zero spend towards new photography or content, but the creative team is still tasked with making these moments feel special—basically crafting a campaign out of thin air.

In May of 2023, I was kicked-off on this Mother’s Day shop with a 10-day turnaround, no photography, and hardly any merchandising. Just a collection of women’s products we wanted to push. So I pitched an idea to my design partner: what if we brand this like a Mother’s Day card?

It started with the tagline.

Thanks, Mom.
From, Huckberry.

Building on the card idea, we decided that instead of scouring the archives for old lifestyle photography of women, all from different shoots over multiple years, we’d source nostalgic old photos of our coworkers with their moms. Those kind of pictures add to the sincere, personal feeling of a card you get for your mom.

The launch write up drove that sincerity home, while staying rooted in the Huckberry syle:

My design partner for this project, Bre, did an amazing job making this collage-y idea look polished and cohesive. And this campaign went on to absolutely crush. Our Creative Director and VP of Brand Marketing still hold this up as an example of how essential creative is for driving sales, and how a strong concept can carry a campaign on it’s back.

Check out the launch email here: