Spring_Event_Guidelines_2015_V1

GSPURIDINEGLINEEVSENT 2015V1 | 1/14/15© 2015 Academy, Ltd. All rights reserved.

event overviewStrategyFocus on categories that are seasonally relevant and see large comp changes during Easter week. Thosecategories include the following:• BBQ• Patio• Bikes• Golf• Fishing• Sports GamesActive Dates4/12 – 4/25/2015 SPRING EVENT 2015 GUIDELINES | 2

design elements Color PaletteEvent Lock-up C 0 M 100 Y 95 K 0 C 100 M 75 Y 0 K 0 HEX ff000d HEX 0040ff Banner Gradients C 0 M 100 Y 95 K 0 C 100 M 75 Y 0 K 0 HEX ff000d HEX 0040ff C 0 M 100 Y 95 K 40 C 0 M 100 Y 95 K 40 HEX 990008 HEX 002699 Lock-up GradientBanners C 100 M 0 Y 0 K 0 HEX 00ffffBanners should be used to highlight important C 85 M 36 Y 0 K 0information in a layout. Whenever possible, the side of HEX 26a3ffthe banner without the tail should interact with product C 100 M 75 Y 0 K 0and be placed behind it or bleed of the page. HEX 0040ffRed banners should be used for primary messaging ormessaging that is deemed the most important in thedesign such as call to actions and category call outs.Blue banners should be used to call out secondaryinformation such as see page xx or vanity urls. Primary Text on Banners Messaging Tungsten (all caps) should be used on the red banners. Tungsten Book should be used on call to actions, the main messaging and Tungsten Semibold category call outs should be used on text you wish to highlight. Avant Garde (sentence casing) should be used on all blue banners. Secondary Messaging see page xx, vanity urls SPRING EVENT 2015 GUIDELINES | 3

design examplesInsert Front PageInsert Inside Spread SPRING EVENT 2015 GUIDELINES | 4

digital design examples Homepage Banner Display Ad SPRING EVENT 2015 GUIDELINES | 5

copy examplesPatioFrom porch swings to fire pits, we’ve got everything you need for the perfect patio.FishingFrom john boats to jigs, we’ve got everything to make the big catch.BBQFrom marinades to smoke chips, we’ve got everything to make your BBQ sizzle.Backyard GamesFrom badmitton to bean bag toss, we’ve got everything for backyard games.GolfFrom the tee to the green, we’ve got everything to ace your golf game.BikesFrom the starting line to the big finish, we’ve got everything to get you rolling.CampingFrom coolers to canopies, we’ve got everything for the perfect campsite. SPFRITINNEGSSECVEANMTP2A0I1G5NGGUUIDIDELEILNINESES||6 6

file locationTransfer > Ecom_Campaign_Assets > 2015 > Spring Eventcampaign teamCopywriterJessica NewmanArtistAmanda Johnson | Monique OrrArt DirectorMonique OrrCreative ManagerJason BrodcontactFor questions regarding art implementation for this campaign please contact Monique Orr.For questions regarding image location or for image needs please contact Phillip Smith.file nameSpring_Event_Guidelines_V1.indd SPRING EVENT 2015 GUIDELINES | 7