The campaign predominantly highlights discounts on home furniture, outdoor gear, and electronics, with occasional inclusions of food and other items. Its promotions prioritize price reductions over storytelling, resulting in a creative mix of diverse products without a cohesive narrative. To address this, I devised a flexible framework that accommodates various creative sizes, allowing individual or multiple products to stand out within designated slots.

To prevent the design from becoming too overwhelming, I sought to hint at these themes rather than saturate the visuals. A series of stripes was introduced to soften the distinction between copy and product, in addition to being used as an accent graphic element. Stars were strategically placed around the copy, with a gradient mask applied to add depth, subtly mirroring the movement of a flag fluttering in the breeze.

Considering Sam’s Club's primary colors are predominantly blues and their main competitor, Costco, favors red, we opted for a rich sapphire blue gradient and white as the primary colors for the campaign. Red and two other shades of blue were then utilized as accent or secondary colors to complement the patriotic motif.