Cultivate What Matters is an online community with a collection of goal setting tools, accessories, and additional online resources to help women across the world cultivate what matters most in their lives. Their signature product is the annually released PowerSheets® Goal Planner, designed to help women plan, pace, and stay accountable to their goals.
As Creative Director, I was responsible for planning and designing the web, social, and ad graphics for all promotions and campaigns. For the annual PowerSheets® Goal Planner launch, our priming campaign centered around the highly anticipated release of that year's planner cover designs.
I focused on 3 main objectives for the 2023 Collection priming campaign:
for Cultivate What Matters
Online Product Launch
art direction, styling, copywriting, graphic design, MARKETING
This was accomplished through a unique combination of exclusive sneak peeks and creative reveals shared via email and social media platforms. I styled and directed a photoshoot of the Collection earlier that year, themed around the concept of a flower shop and inviting beauty into your everyday routine. Using the imagery captured that week, I planned a creative social media campaign which revealed each of the 5 cover designs through flowers in coordinating colorways—released sequentially, as seen below.
Build excitement and demand for the new planners.
objective 01
"Knowing how popular a neutral option is for some Cultivators, we've refreshed our neutral cover for 2023— and are introducing a brand-new material for PowerSheets: light tan leatherette!
This light and earthy tone is familiar, yet renewed, for those who chose Natural Linen in 2022 and want another calming cover in the year ahead. Like our classic coated linen, leatherette has a luxe, subtle texture, conveniently wipeable and ready to take on whatever the year ahead has in store."
Leatherette
cover design 05
"A deeper, more vibrant version of our popular 2022 Clear Skies cover, this hue is both grounding and refreshing. The cool color aims to bring rejuvenation, hope, and serenity to your busy life. With an added hint of periwinkle, it will delight you with joy, creativity, and renewed optimism in the year ahead.
Like the flash of a bluebird's wing, this cover will offer a dash of delight each time you spot it on your desk."
Bluebird
cover design 04
"This refreshing spin on our past pink covers is designed for a wider range of warm color loving gals. This pop of papaya is both chic and joyful — worthy of being shown off in any setting. At home, in your favorite coffee shop, or at the office — we hope this color inspires you to approach your goals with confidence.
We like to think that the tropical aesthetic provides a vacation away from your everyday hustle without needing to leave the house. So if you're seeking joy and revitalization in the year ahead, this cheerful linen cover is for you."
Papaya
cover design 03
"Just like you'd find in a garden, natural growth + comforting structure join together to create this elegant pattern.
The arching branches and cool hues inspire feelings of peace and serene renewal, much like when you step through a garden archway under a clear blue sky. This garden archway is the first step on your pathway of growth. Similarly, the goal-setting structure of PowerSheets creates a clear passage to your dreams—planting seeds, cultivating intentions, and harvesting growth little by little along the way. "
Garden Arches
COVER DESIGN 02
"An imaginative take on our 2022 Blooms cover, this freshly curated pattern offers something new for our bloom-loving Cultivators.
The latticed garden pattern is inspired by heirloom wallpaper designs and the familiar comfort of a grandmother’s garden. This inspiring field of blooms will remind you that with solid roots comes great growth.
Friends, PowerSheets are a trellis for your goals. As you grow what matters, we're with you each step of the way: empowering you to set intentional goals, equipping you with delightful resources, and teaching you to live on purpose."
Trellis
cover design 01
Behind every good design is a story. No color, motif, or pattern was designed for these planners without market research, reference to color theory, or data mining. (to learn more about my design process for these planners, click here.) As part of my design pitch of the 2023 PowerSheets Goal Planner covers, I wrote stories about each cover—describing the deeper meanings behind the design decisions. This same copy became the foundation for the PowerSheets® priming campaign.
Tell a story with each cover design.
objective 02
Color theory plays a large part in my planner cover designs. By inviting consumers into the research through a series of social media posts—connecting each design with a set of feelings—their cover choice changes from just another online purchasing decision, to a meaningful wish for the year ahead. End-of-the-year decision fatigue softens, and consumers feel galvanized to select their new planner and start setting goals.
Capture consumers with options that speak directly to how they are feeling on the precipice of a new year.
objective 03
The proof is in the pudding
During my tenure as Creative Director, the annual launch revenue exceeded $1 million within the first 2 weeks of sales, year after year.
