GOODWILL TO ALL
I worked along side the food retail marketing team and took creative lead on a brand refresh for our existing Christmas campaign "Goodwill to all". The purpose of the refresh was to take aspects of the exsisting design and simplify where necessary. The following is my work showing the overall changes to the design and the visualisation of how the new aproach would be applied to various assets online and offline.
BRAND REFRESH
In contrast to the previous, complex and illustrative design, this version brings back a traditional Christmas feel.
I focused on clarity and simplicity, using a strong bracket serif typeface with elegant flourishes. Textured backgrounds and geometric shapes forming a Christmas tree replaced illustrations, adding a refined, modern twist to the traditional.
APPLICATION
Using the newly developed typeface and graphic assets, I successfully adapted the Christmas campaign across multiple channels, covering both our food retail and funeralcare businesses. The typography style was applied consistently across various sub-campaigns, including special buy offers, funeral memorial services, a spend based loyalty competition and a toy donation initiative supporting our local charity.
