The buyers aimed to introduce a new collection of wall calendars at Mardel, focusing on eliminating vendor SKUs and offering designs that resonate more deeply with their faith-driven customer base. Based on sales data from previous designs, they prioritized photography-based themes paired with scripture, rather than purely artistic designs, to create a more meaningful and personalized experience for their shoppers.

The buyer was pretty specific on the theme gaps they wanted to fill in the store. Once we gathered up art direction to present to the designers, we had them dive into research to find enough images to fill out a calendar, along with ideas on how type could be incorporated in a visually appealing way. There were multiple rounds of proofing before buyer approval and final file checks for production.

All artwork owned by Mardel & Hobby Lobby