Ashley Kieffer

Payless Overlay Event Concepts

Payless Overlay Event Concepts

Payless Shoesource is ultimately a value brand that attracts customers who are searching for the best bargain. One of my jobs as a designer on the digital team was to create new concepts to refresh these classic discounts, sales, and offers. Below is an assortment of explorations on how to freshen up the deal visuals to be rolled out across all the digital channels—social, email, and site. Some of these overlay events went live and others were held back as contingency offers (that ultimately did not get sent out).

Design | Art Direction | Iconography


Super BOGO 60%
The objective was to nod to the Super Bowl while still maintaining some of the BOGO assets. I created a series of cohesive elements to be used together as an interchangeable package or independently as a single direction.


Winter Sale
This sale overlay event was to take place at the end of January. The idea was to speak to the season, but also keep the graphics generic enough that it could refer to any style of product (namely the objective was to clear out clearance lots from the previous season’s inventory). I wanted to provide two distinct options—one that was more playful and eye-catching and the other that would feel more elevated and clean.