Mark & Graham Holiday Campaigns
Find the Perfect Gift. Make It Theirs.
As the premier gifting brand within the Williams-Sonoma Inc. portfolio, holiday was our most prioritized season. From a story-telling standpoint, we focused on the development of persona- and interest-based gift guides that made it easier for customers to find the perfect gift, while building cohesive seasonal product stories that elevated the brand's authority in the gifting space.
During my tenure, we pushed the brand identity with intention, driving double-digit growth in key categories including gifts for men, kids, and pets.
Alongside that growth, I helped evolve the visual and aesthetic direction of holiday gifting, infusing a larger lifestyle element and making assets more current, trend-forward, and visually compelling across every touchpoint.
With its roots as a catalog business, the holiday catalog remained one of our most powerful brand assets. It set the creative tone for the entire season, anchoring the collection and reinforcing the brand's distinctive point of view with every page.
Après Ski Collection
Alongside our seasonal holiday gifting, we launched our annual Après Ski collection, a celebration of winter gifts through a vintage-inspired ski aesthetic. The campaign built a rich visual vocabulary rooted in nostalgia: snow-capped mountain escapes, retro ski culture, and the cozy cabin feel. We carried the whimsical spirit that runs throughout the broader brand into this collection, making it feel playful, inspired, and distinctly giftable.
Collaborations & Curated Gift Guides
Across holiday seasons, Mark & Graham partnered with brands and celebrity talent to create limited collaboration collections and curated gift guides. Working closely with partners and our internal design team, we developed marketing assets across site, social, and digital that authentically reflected both brands, weaving in signature color, whimsy, and strong gifting intent. Select partners included photographer and artist Gray Malin, stationery brand Pencil & Paper Co., and actress Molly Sims.
Channel Execution
The holiday season demanded high-volume asset production across email, site, and digital. We drew on campaign photography, influencer content, and original motion assets to bring the season to life across every touchpoint. Thematic trend stories and curated gift guides added depth to the gifting experience, helping customers shop with more intention while driving more targeted, personalized results. Throughout it all, the brand's signature whimsy remained central, driving engagement through memorable, playful moments that made gifting feel special.
Photographers + Motion:
Sang Ang
King Au
Christiana Ceppas
SVP Brand: Kate Lesher
CD: Lisa Blanco
Director of Brand + PR: Lauren Tarzia