How to maintain consistency in creative endeavors throughout your site channels

By Carolyn Heinze

Catalog as Creative Basis

At Harry and David, the creative channels are all in house and divided among the company’s seasonal catalogs, Web content and the visuals (signage and window banners) for the organization’s 125 stores. “We’re structured in a way that ensures creative is consistent across all divisions,” explains Estin Kiger, senior vice president and creative director of the creative services division at Harry and David Corp. “As we go through our process, the products and packaging for the seasons are created first. We use a typical trends committee structure to look ahead and see what the styles, formats, color trends and palettes are going to be about a year ahead of the catalog’s publication.”