Santa
Experience Material and Advertising
Santa’s Enchanted Forest is a renowned experience at Smith & Caughey’s, and is a festive favourite for customers, and those behind the scenes alike. In 2022 I had worked on this project from a marketing standpoint, 6 of my 8 Christmases with Smith & Caughey’s, designing the advertising and experience collateral aligned with the Santa experience. This includes social advertising and support, online booking system branding, printed signage throughout the Smith & Caughey’s stores as well as signage throughout the Santa experience itself, printed take-home elements for our guests, and more.
With Smith & Caughey’s being rooted in such deep history, I feel our Santa look and feel should have an air of heritage as well. Finding the right combination of traditional nostalgia in a contemporary execution is key to evoking a warmth that is inviting to all. Visually this was achieved in reds and golds synonymous with Christmas and Santa, and an approach to the graphics that is layered in effects and lighting treatments, to give depth and richness, opposed to flat vectors.
A favourite piece of mine to work on, is transforming our elevator doors. Being adjacent to where families await their visit, I like to believe that the kids staring at these doors in anticipation, are inspired to let their imaginations run wild, with this whimsical beginning of their journey to Santa.
CREDITSSanta Experience Material and Advertising for Smith & Caughey’s, 2022.
Design Tash Coyle.
Santa Experience Installation and Art Direction Kevin Broadfoot.