Intrepid
Design lead for marketing campaigns, eDMs, displays, Print, OOH, Templating, PR assets, Reports, Internal assets, Logo design, Motion design
Case study: World sale
Figma, After Effects, Photoshop, Indesign, Illustrator: Meta, YouTube, digital display, eDMs, website merchandising, print
Campaign Overview
I led the creative for a global sales campaign, working closely with marketing, brand and Open Partners. The campaign ran across digital and print platforms — including Meta, YouTube, digital display, eDMs, website merchandising, and press ads.
Our goal was to lift conversions with bold, refreshed creative that still felt true to the brand. Just as important was creating a more open and collaborative process.
What we learnt FROM BIG SALE
The previous campaign I led, Big Sale, delivered a 27% year-on-year uplift — a strong result that also revealed key areas for improvement. A lightweight sales header paired with bold urgency messaging (which we tested based on recommendations) ended up weakening the visual hierarchy and text-only assets lost the brand cues that drive instant recognition. UI overlays also disrupted clarity in a few placements. However large yellow stickers and bold CTA buttons drove 82% of total bookings.
The biggest takeaway? Balancing data-led decisions with creative instinct and strong visual communication principles.
Creative Strategy
We rebuilt the creative with clarity and connection at the core:
Increased font weight to rebuild hierarchy.
Introduced travel cues (geotags, paths, textures) for stronger thematic connection.
Shifted tickers to avoid UI clashes and avoid cognitive demand
Used bold colour backgrounds where overlays appeared to improve legibility
Chose imagery that sparked instant recognition and emotional connection.
Introduced urgency subtly through colour and layout shifts.
Prioritised human, relatable visuals (like the high-performing mother and daughter image).
Boosted CTA contrast to drive stronger action.
Created new templates for dynamic ad builds via Open Partners
Collaboration and Execution
I worked with the video and design teams to make sure everything felt consistent across static, video and motion — so the campaign held together visually, no matter the format.
Early on, I also collaborated closely with the marketing team. Those conversations helped me understand the goals behind the campaign, share visual ideas, and shape the creative direction together. It felt more like a two-way exchange than a brief-and-execute — which made a big difference to the final outcome.
Collaborating with Open Partners and paid-digital teams also pushed me to adapt for dynamic layouts using Hunch, learning how to design flexibly without losing integrity.
