BOBBI DULANEY
OVERSTOCK
Creative Producer, Project Manager, Art Director
To align with new customer insights and a premium positioning strategy, I led creative production and art direction for Overstock’s 2025 brand refresh. This included reinstating the classic logo, updating the color palette, evolving the brand’s visual language, and introducing gen AI workflows and revised processes to support scalable, agile, inventory-adaptive content.
Role: Partnered cross-functionally to concept, produce, and execute campaign assets. Directed brand visual standards and oversaw a team of 6 designers.
Impact:
- Identity updates adopted brand-wide for 2025
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Introduced AI workflow after photo studio closure
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Cut turnaround time 33% via ClickUp + new workflows
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Deployed across TV, OOH, digital, and owned channels
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COLLABORATORS: Creative Direction: Nahum Reyes, Video: Nico Ridruejo-Simmonds, Gen AI Imagery: Zoe Ance + Nahum Reyes, Graphic Design: Zoe Ance, Sammie Fugate
Primary Palette
Brand red was deepened to #BD0000 for higher contrast and paired with a new neutral suite to reflect a balanced emphasis on value and quality. This also supported the introduction of Overstock’s luxury designer shop.
Seasonal Moodboard
Instead of a fixed secondary palette, I introduced a seasonal reference board—muted yet colorful—to guide creative tone while allowing flexibility to reflect current color and cultural trends. Special attention was paid to ensuring ADA accessibility would be met in combination with the primary palette.
Photography
To address shifting product availability, we integrated AI-generated photography that matches brand lighting, styling, and seasonality. Imagery supports the “attainable style” aesthetic with diffuse light and diverse visual references.
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​Product cut outs are also employed heavily throughout our campaigns for the same reasons.
Type
A classic but dynamic system using Helvetica Neue—combining bold and light weights—adds both structure and softness across campaign visuals.
