I was responsible for developing the creative direction and digital rollout for the Katie Loxton Summer Sale campaign. I developed the campaign’s overall look and feel, creating a range of initial creative routes before presenting them to key stakeholders to align on the final direction.

I wanted the chosen concept to feel sleek, considered and distinctive, moving away from the traditional red-led sale aesthetic while still feeling recognisably Katie Loxton. The approach was designed to sit naturally within the existing brand world, while giving the sale campaign its own visual point of difference. A key part of the creative system was the use of animated supporting text, which I incorporated across the digital assets. This not only added movement and interest to the campaign, but also created a flexible design system that allowed messaging to be quickly adapted as the sale evolved. Further reductions, new lines and promotional updates could be introduced without needing to completely redesign the assets.

I translated the final creative across a range of digital channels and touchpoints, ensuring the campaign remained cohesive while adapting the design and animation to suit each format. The resulting system provided a strong visual identity for the sale while giving the wider team the flexibility needed to respond quickly to changing promotional messaging throughout the campaign.