From launch to last-chance
Black Friday creative often shifts tone through the week: from “event launch” to “category pushes” to “last chance”. The system was designed to absorb that shift without looking like three separate campaigns.
Web takeover, scaled
Black Friday isn’t one layout, it’s a rotating set of moments across the site, from early build-up through to Cyber peaks. The banner system was designed to keep the hierarchy locked (event, offer, product) while letting the content swap fast as trading shifted.
eCRM modules built for scroll-speed
Email had to do the same job as in-store: make the deal instantly legible, then pull you into the next action without clutter. These mobile-first modules use the same campaign DNA (type scale, lighting, product staging) so the experience feels continuous across channels, not like separate teams made separate things.
In-store presence, consistent at distance
Retail signage has to work in the real world: reflections, movement, passing footfall, and zero patience. The digital screen and storefront assets were built with strong contrast and simplified messaging so the campaign read instantly, while still feeling premium and branded rather than “sale clip-art”.
Client: Holland & Barrett
Work: Key visual system, Web assets, OOH, Social media, Print posters, in-store POS, eCRM,
Role: Lead designer (Development, design system, digital rollout)
Tools: Photoshop, Illustrator, InDesign After Effects
Work: Key visual system, Web assets, OOH, Social media, Print posters, in-store POS, eCRM,
Role: Lead designer (Development, design system, digital rollout)
Tools: Photoshop, Illustrator, InDesign After Effects
