Black Friday is one of the most competitive retail moments of the year, requiring high-impact visuals across multiple channels within a short timeframe. The challenge was to create a campaign that could stand out in a saturated market while maintaining consistency across a high volume of assets.

The approach focused on developing a flexible visual system that could scale across EDMs, social media and website assets.

Each asset was designed to maintain visual cohesion while adapting to different formats and platform requirements.

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Strong typographic hierarchy, clear messaging and modular layouts were used to ensure fast readability and consistency across all touch points.

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The outcome was the brand’s most successful Black Friday campaign to date, delivering a 29% increase in sales year-on-year. 

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Alongside this campaign, I contributed to other key seasonal moments, including the Back to School campaign, where the system was adapted into a suite of social and digital assets. I also supported a broader refresh of the brand’s visual identity, introducing a more vibrant and contemporary direction aligned with its target market.

This project demonstrates how a system-led approach to campaign design can scale across multiple touchpoints while directly contributing to measurable commercial outcomes.