Jeffrey Spring Campaign.
High fashion on a studio budget. No location shoots. No heavy production. Foliage as architecture, not decoration.
Field Art Direction Campaign Design Email & Web Templates
Author Jeremy Prasatik Published: 2017 Status: Live
Classification Art Direction Campaign Design Email & Web Templates
Abstract
Jeffrey needed a spring campaign that felt global but cost local. The restriction shaped everything.
Shot entirely in studio, with bold foliage crops working as structural anchors rather than styling props. Monstera leaves and palm fronds got treated like graphic elements instead of greenery, and color floods and extreme crops gave the compositions scale without a plane ticket.
Typography followed the same logic - condensed, stretched, and layered to create rhythm across three dress stories: JW Anderson, Valentino, Simone Rocha. I built it as a single system that moved cleanly across email, homepage, and social without redesign, so the same visual language could carry every format.
Scale without a plane ticket
One System Holding Three Designer Stories.
Drop the dress, set the foliage, ship the template. Every story carries the brand without a single redesign.
Repeatable week to week with minimal rework. The condensed-stretched-layered type system holds at desktop and at mobile, the foliage frame holds at both, and the dress is the only variable.
A Studio Palette Built Around Foliage.
Five colors, four type weights, two foliage crops - the same kit held across three designer stories without a single set change.
Chromatic brand circle
Studio White
#F5F2EC
Ground, paper
Striped Blue
#A8B8C8
JW Anderson accent
Blush
#E8C4B8
Simone Rocha florals
Monstera
#3E5A39
Architecture, frame
Soft Black
#1A1A18
Type, dresses
Brand philosophy
The palette runs studio white as the ground, monstera green as the architecture, and soft black for the type and the dresses that dropped into the set. The dresses themselves bring the seasonal accent - striped blue for JW Anderson, blush florals for Simone Rocha, whatever Valentino was sending that week.
Type is one family. Avenir Next in italic heavy for the Jeffrey wordmark, then Medium, Demi Bold, and Heavy for everything else. The foliage works as a material rather than a prop - two leaves shot once on white, then composed into every dress story in post.
JEFFREY Wordmark
Italic heavy sans for the brand wordmark. Set wide with the Atlanta/New York city tagline at smaller scale alongside. The only italic in the system — everything else stays upright.
Avenir Next Medium Letter-spaced display
Mid-weight Avenir Next set in uppercase with wide letter-spacing. Carries designer names and the IN SEASON BOLD campaign headline. Quiet enough to let the dress and foliage lead.
Avenir Next Demi Bold Subhead & emphasis
One step heavier for subheads, callouts, and CTAs like SHOP NOW. The structural weight that anchors a layout without competing with the wordmark.
Avenir Next Heavy Headline weight
Heaviest non-italic weight, used sparingly for headline moments inside the campaign templates. Pairs with the wordmark as the loudest the system gets.
JEFFREY
Wordmark
Studio White · #F5F2EC
AVENIR NEXT MEDIUM
Letter-spaced display
Striped Blue · #A8B8C8
Avenir Next Demi Bold
Subhead & emphasis
Blush · #E8C4B8
Avenir Next Heavy
Headline weight
Monstera · #3E5A39
A Campaign Built for the Studio.
Foliage, type, layout. Same kit across three designer stories, three formats, every week of the season.
Services
Art Direction
Campaign Design
Email & Web Templates
Stack
Photoshop
InDesign
Studio photography
Links
A retailer needed spring without the budget for spring. The system answers in foliage and typography - both shot once, both reused across every story the season needed.
