Promotional Campaigns
The Brief - Black Friday Fortnight.
Domestic & General launched its first Black Friday promotion, titled Black Friday Fortnight, to highlight exclusive deals across its product range. As an inaugural campaign, the visuals needed to align with brand guidelines while also pushing creative boundaries to deliver a bold, attention-grabbing concept.
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A primary promotional banner was required for prominent placement across the website, particularly within the core warranty-purchase journey. In addition, a supporting roundel was designed to act as a shorthand version of the offer. These assets were also created for use across social media as cover imagery and teaser posts leading into a competition run by the Social Media Team. The campaign visuals were further adapted for inclusion in a promotional email sent to Domestic & General’s UK customer base.
Graphic Design.
To reflect the “Black Friday Fortnight” theme, a dark colour palette was selected. A textured background was created using a collage of Domestic & General’s appliance and technology icons, reinforcing the product focus. The brand’s primary typeface was used for the campaign title, arranged in a stacked layout, with increased kerning on “Fortnight” to visually balance the typography. The supporting message was set to match the width of the main title, resulting in a clean and cohesive composition.
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Clickable product icons were added to the hero banner to act as quick-select entry points into the main product journeys. These icons represented popular Black Friday purchase categories to help drive engagement and conversion. A secondary banner flag was also introduced to display additional promotional information, using a white background to contrast clearly against the darker theme.
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The roundel followed the same visual language as the banner, reusing the colour palette, typeface and dashed border treatment. A price-tag icon featuring “10% off” was incorporated to clearly communicate the offer in a concise format. Following an internal review and Q&A session with the UI Team, minor refinements were made before the final design received approval from management.
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To ensure consistency across all placements, the assets were resized and adapted to meet the requirements of website banners, social media posts and profile images, as well as email templates. All graphics were exported in the appropriate formats and supplied to the Development, Social Media and Email teams for implementation.
Final version of the campaign with icon hover state
Social media teaser post
Campaign featured on D&G's website hero section, wide resolution
Banner design for the main product journey
Campaign design for Facebook's cover photo
Campaign design for the promotional email
The Brief - The Big Spring Clean.
Following the success of the Black Friday Fortnight campaign, management commissioned a new Spring promotion titled The Big Spring Clean. The campaign centred on a social media competition, encouraging customer interaction through the chance to win cleaning products. Supporting promotional content would also feature on Domestic & General’s homepage and throughout the core product journey, reinforcing the company’s warranty offering for cleaning appliances. The creative direction needed to clearly reference cleaning, allowing room to explore and adapt existing brand elements.
Graphic Design.
The design was built around Domestic & General’s primary cyan brand colour. A bespoke background texture was created to resemble a cleaning scourer, achieved through a frayed-edge mask layered over a paper texture with coloured overlays. For the campaign title, a selection of typefaces was explored to achieve a soft, bubble-like aesthetic. Once an appropriate typeface was selected, gradients and textures were applied, with the text stacked and left-aligned. The word “Big” was emphasised through increased font size and kerning to balance the composition.
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To communicate the range of cleaning products covered by Domestic & General, relevant product icons were placed around the campaign title. These were housed within bubble shapes and rotated at varying angles to reinforce the theme. The same bubble treatment was applied to social media icons, which linked directly to the relevant platforms. A “Find out more” call-to-action was also designed as a bubble for use within the website’s hero banner. Additional decorative bubbles were introduced to add depth, texture and visual balance across the layouts.
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The promotional assets were adapted to fit website banner dimensions and incorporated lifestyle imagery, including marigold gloves, scourer sponges and cleaning products, to balance the illustrated elements. Social media versions were tailored to Facebook cover and post dimensions and featured real product imagery to clearly communicate the competition prizes and encourage participation.
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Once the designs were ready, an internal review was held to gather feedback and identify refinements. Following these adjustments, the final assets were approved by management. The completed icons, typography, textures and stock imagery were then prepared and distributed to the relevant internal teams for implementation ahead of the campaign launch.
Final version of the campaign design
Various social media assets. Top - Facebook cover photo. Left - large Facebook post. Right - standard Twitter post
Banner design for the main product journey
Campaign design featured on D&G's website hero section, wide resolution