The visual toolkit for Valentine’s Day at Kohl’s (2026), from initial concept work to final print and digital experiences.
Valentine’s at Kohl’s
MOODBOARDS
Concept 1: Gingham & Sentiments
Concept 2: Love Letters & Snail Mail
Shown above are two initial mood boards created for Kohl’s Valentine’s campaign, each rooted in core Kohl’s branding while introducing fresh, seasonally inspired patterns, textures, and graphic overlays.
After several rounds of creative reviews, Concept 1: Ginghams & Sentiments was selected to move forward. This direction was developed into a flexible design toolkit and distributed to internal design teams, serving as the foundation for all Valentine’s content stories.
Below are deeper explorations of both concepts, followed by final executions across in-store signage, digital experiences, and broadcast spots—all created using the Valentine’s toolkit.
CONCEPT 1: GINGHAM & SENTIMENTS | PROOF OF CONCEPTS
Proof-of-concepts for Ginghams & Sentiments were developed across multiple channels, including emails, landing pages, and social posts, to demonstrate the breadth and flexibility of the toolkit.
For this concept set, I collaborated with my writing partner to create supplementary, candy-heart–inspired copy, which was used as a modular design element throughout each layout. The gridded gingham pattern also provided a visual tie-in to Sephora’s iconic stripes, highlighting one of Kohl’s key shopping categories during the month of February.
CONCEPT 2: LOVE LETTERS & SNAIL MAIL | PROOF OF CONCEPTS
The Love Letters & Snail Mail concept leveraged a modular library of postage-inspired elements and textural envelope imagery to create a wide range of flexible layout options. Graphic stamp assets were used strategically to call out key messaging, including pricing, urgency drivers, and product features.
This concept also connected seamlessly with the high-performing Kohl’s Mom campaign through a visual parallel between the red postage lines and Kohl’s Mom’s iconic striped shirt.
Following the selection of the Ginghams & Sentiments concept, I built a kit of parts and guidelines to define the visual language of the Valentine’s campaign. This toolkit was handed off to internal partners, including the Kohl’s Digital Content and Social Design teams, who used it to develop multichannel layouts and assets. These emails demonstrate how the Valentine’s creative lived seamlessly alongside other brand initiatives, such as Kohl’s Cash and Clearance (See the Clearance explore in my portfolio for more on that project!).
CONTENT STORIES | EMAILS
CONTENT STORIES | SOCIAL POSTS
CONTENT STORIES | IN-STORE SIGNAGE
