Promotional event lockups

Introduction

Omni-Channel promotional events are organized into tiers. These tiers indicate the level of importance and urgency, helping us create effective and meaningful event designs.

Principles

Systemized

Events follow a basic system to create consistency and executional efficiencies across print and digital.

Modernized

The look and feel of this system is contemporary, reflecting our evolved design system; impactful without alienating longtime customers.

Accessible

This system improves readability and information hierarchy, leading to more effective communications.

Stand-out

This system is designed to disrupt the sea of sameness in a relentless, cluttered retail environment.

Sales-driving

The system is designed to create a sense of urgency, driving purchase in store and online.

Framework

Lockup System

Most of the promo tiers utilize lockups to communicate with our customers to indicate the promotional event. Though the identities of the different tiers are different, the lockups used in tiers 1-3 are all based on a foundational system of elements: event duration, event name, tier and tagline.

A–D – Listed below
E – Equal margins between lockup elements
F – Taglines should be the distance of 3 margins from the bottom of the lockup

A - Event duration (tier 1-3: optional):

The event duration is always located at the top of the lockup. This line references the length of time the event is running. This is an optional element which does not have to be used, but helps to add clarity around promotional events which and shorter or longer than a typical 7 day promotional period.

B - Event name (tier 1-2: required, tier 3: optional):

The event name is the qualifier which speaks to the uniquiness of the event. Many of the promotional event tiers run multiple times per year and the event name helps to create separation between each iteration. The event name is commonly a call-out to a Season or Micro-season, a campaign or holiday.

C - Event tier (tier 1-3: required):

The event tier element is required for all lockups. This is the most prominent element used in the lockup and indicates the tier of the promotion. Tiers 1-2 utilize the name of the promotional tier as the event tier element in the lockup and must remain consistent across all iterations of the tier. Tier 3 flyers commonly utilize unique event names that do not repeat within the same calendar year. The formatting of these element is heavily influenced by the promotional identity of the tier. For more information on each promotional tier identity, see the links below.

D - Tagline (tier 1-3: optional):

The tagline is an optional element which can be applied to any tier of promotional event. The aim of a tagline is to communicate additional information about a promotional event but is not required. The tagline can include information such as seasonal call outs, general savings, high priority duration call outs and claims. Some channels are better suited to using taglines as a part of the lockup (Ex. Flyer) where others function better including the information into other areas of the design (Ex. Digital A-Spots). When a tagline is in use, the language will be communicated in the quarterly Omni Style Guide and must remain consistent in all channels which it is being used. When deciding whether to include the tagline element, consider the other elements and limitations the design is facing. Size, space availability, repeating messages and in-channel relevance should all be considered when making the decision.

Sample of tier 2 Promotional Lockups and their different identities.

The formatting of the Promotional Lockups are influenced by the tier in which they belong. All Tier Lockups utilize CT Eastman, but vary in size and weight. For detailed information on the formatting of each of the Tier's Lockups, please see the Tier Identity information below.

Promotional Lockups are maintained by the Omni Team. To access the must up to date versions of the Promotional Lockups and the intended use, please contact the Omni Channel Team.