Shania Cheng
Contact ↗
ShopStyle
’
s
Gifting Universe
Digital Shopping Platform · 2022
A celestial holiday Gifting Universe for ShopStyle, designed to live across 30+ unique gift guides throughout the holiday season.
Challenge
For the 2022 holiday season, ShopStyle needed to evolve its online experience from a typical product discovery destination into an
engaging, gift-focused experience
— one that could inspire shoppers, elevate seasonal discovery, and support over 30 distinct gift guides across all marketing channels. My role was to develop a cohesive visual language that would feel festive and glamorous, yet versatile enough to adapt across email, social, editorial, and web platforms.
Solution
We transformed the
Style Universe
into a
Gifting Universe
grounded in astrological + celestial themes with bespoke visual cues drawn from gemstones, holiday sparkle, and luxe maximalism. This creative framework supported the campaign’s breadth — allowing each gift guide to feel unique while using remaining part of a unified system. The resulting art direction balanced opulent embellishments with retailer and product photography, so every piece of content — from hero visuals to social posts — felt engaging, purposeful, and on-brand.
We also created a dedicated Holiday Hub on the ShopStyle site, leveraging performance metrics from the previous holiday season to construct the order of holiday content on the page.
Outcome
The result was a visually rich, flexible design ecosystem that elevated how ShopStyle presented its holiday picks and editorial stories throughout the season. The gifting universe helped build excitement around gift discovery and strengthened brand affinity during a critical sales window. The campaign successfully led to the execution of 30+ unique gift guides, 20+ retailer buy-ins, and 300+ editorial graphics.
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🌟 Creative Director: Michelle Pais
🎨 Art Director: Shania Cheng
✏️ Copywriter: Sarah Stanley
🔨 Design Support: Samantha Kim
