Disciplines: Creative Strategy, Digital Design, Campaign Design, Brand Guidelines, Ai Image

Sale periods are tricky for premium brands - you need to drive urgency and conversion without the design feeling cheap or eroding everything the brand stands for the rest of the year. At The White Company I developed the creative response for sale season, establishing how the brand should look across social, email, and web during promotional periods.

The approach was about restraint. Instead of defaulting to red banners and shouty typography, we created a system that kept the brand's tone of voice intact while making the commercial message clear - considered colour choices & consistent typographic hierarchy. The result was a sale identity that felt like a natural extension of the brand rather than a departure from it.