The Sales Calendar is an ongoing Groupon Coupons blog series with some of the highest traffic on their corner of the site, bringing in high-dollar SEO value, and I needed to create a system to have them feel united while being relatively simple to iterate upon. Instead of relying on a limited bank of stock images or brand logos, I opted for this digital illustrated look with thick lines and bold brand color.

When COVID-19 began, we saw the storefronts of our favorite merchants much less. By focusing on common architectural tendencies for certain brands, I brought a sense of familiarity to Groupon Coupons blog visitors who now were shopping sales online instead of visiting their favorite stores in-person. I wanted to imply the idea that a team of human beings at Groupon Coupons put this research together, so as opposed to stark realism or architectural drawing, I intentionally used imperfect linework as if these were drawn by a single weight of permanent marker. The resulting illustrations naturally fit within the same family even though the brand colors can vary widely from store to store.

The Nordstrom, Sephora, and Macy’s calendars consistently crack top-five most page views on the blog week-over-week.