This Back-to-School 2025 concept established the visual direction and creative tone for the 2025 BTS season by building on Kohl’s brand toolkit in a fresh, engaging way. The work focused on elevating core categories like backpacks, shoes and denim, creating a unified look that felt both trend-forward and authentic to the Kohl’s customer. Through clear storytelling, versatile layouts and strong category emphasis, the concept set the foundation for a cohesive BTS experience that inspires families as they prepare for the year ahead.
CREATIVE DIRECTION: Alicia Grzenia & Stephen Smith | ART DIRECTION: Danielle Mora & Jesse Roelke | DESIGN: Amanda Akwiwu & Stephanie Litsheim | COPY: Kailin Yoh
Disclaimer: Some images shown are reference or inspiration assets sourced from the internet. These visuals are used solely for concept demonstration.
