Promotional Campaigns
TL;DR / Summary.
As a Mid-weight UI Designer at Domestic & General, graphic design work formed part of my broader responsibilities alongside UI and product design. Two promotional campaigns were among these; Black Friday Fortnight, the company's inaugural Black Friday promotion, and The Big Spring Clean, a seasonal campaign centred around a social media prize draw.
Both campaigns required a full suite of assets created from scratch, spanning website banners, social media graphics, and email campaign visuals, all designed to work within the specific dimensional constraints of each platform. Black Friday Fortnight pushed the boundaries of the brand's visual identity with a bold, dark-themed campaign, whilst The Big Spring Clean explored creative freedom through non-branded typefaces, bespoke CTA styles, and a hand-crafted sponge texture and bubble motif.
Both campaigns were delivered to management approval and successfully launched. Black Friday Fortnight saw a notable uptake in protection plans over the promotional period, whilst The Big Spring Clean attracted over 2,000 prize draw entries, with 5 lucky customers each winning a cleaning prize.
The Brief - Black Friday Fortnight.
Domestic & General launched its inaugural Black Friday promotion, titled Black Friday Fortnight, to highlight exclusive deals across its product range. As the company's first campaign of this kind, there was no existing creative template to draw from, requiring an original concept that pushed the boundaries of the brand whilst remaining within its guidelines.
A primary promotional banner was required for prominent placement across the website, particularly within the core warranty-purchase journey, alongside a supporting roundel to act as a shorthand version of the offer. The assets were adapted for use across social media as cover imagery and teaser posts leading into a competition run by the Social Media Team, and further adapted for inclusion in a promotional email sent to Domestic & General's UK customer base.
Graphic Design - Black Friday Fortnight.
All graphical content was designed from scratch, working within the specific dimensions and containers set out across the website, email templates, and social media platforms. To reflect the Black Friday Fortnight theme, I selected a dark colour palette and created a textured background using a collage of Domestic & General's appliance and technology icons, reinforcing the product focus. The brand's primary typeface was applied to the campaign title in a stacked layout, with increased kerning on "Fortnight" to visually balance the composition. The supporting message was set to match the width of the main title, resulting in a clean and cohesive design.
Clickable product icons were added to the hero banner to act as quick-select entry points into the main product journeys, representing popular Black Friday purchase categories to help drive engagement and conversion. A secondary banner flag was introduced to display additional promotional information, using a white background to contrast clearly against the darker theme and draw the user's attention.
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 communicate the offer concisely. Following an internal review and Q&A session with the UI Team, minor refinements were made before the final designs received approval from management. The completed assets were exported in the appropriate formats and supplied to the Development, Social Media, and Email teams for implementation across all necessary touch-points. Whilst specific figures cannot be disclosed, the campaign was a success, with a notable uptake in protection plans taken out by customers over the Black Friday period.
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 Black Friday Fortnight campaign, management commissioned a seasonal Spring promotion titled The Big Spring Clean. The campaign centred on a social media prize draw, encouraging customers to interact and win cleaning products, with supporting promotional content featured across the same touch-points as the previous campaign; the website homepage, core product journey, social media platforms, and email.
Unlike the Black Friday Fortnight, the campaign carried no specific discount or offer, meaning the visual design had to work harder to communicate the campaign's energy and entice participation. Creative freedom was granted to explore beyond the standard brand toolkit, permitting the use of non-branded typefaces, bespoke CTA button styles, and external imagery, whilst the design still needed to clearly convey cleaning as its central theme.
Graphic Design - The Big Spring Clean.
All elements were created from scratch, working within the same dimensional constraints as the Black Friday Fortnight campaign. The design was built around Domestic & General's primary cyan brand colour, with a bespoke sponge texture created as the background; achieved through a frayed-edge mask layered over a paper texture with a coloured overlay applied. This texture choice was deliberate, creating a cohesive visual connection between the sponge background and the bubble motif used throughout the campaign.
For the campaign title, a range of non-branded typefaces were explored to achieve a soft, bubble-like aesthetic. Once an appropriate option 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 overall composition. Relevant product and social media icons were housed within bubble shapes, whilst additional decorative bubbles were introduced to add depth and visual balance across the layouts, where the absence of a specific offer meant the design had to work harder to fill the space compellingly. A bespoke bubble-style CTA was also designed for use within the website's hero banner.
The promotional assets were adapted to fit website banner dimensions and incorporated lifestyle imagery, sourced from iStock. This was used consistently across the product journey banners to reinforce the cleaning theme. Social media versions were tailored to Facebook cover and post dimensions. In retrospect, greater use of product imagery showing the actual competition prizes, as seen in the Twitter post banner, may have been more effective in enticing customers to enter the prize draw to communicate the value of participation more clearly.
Following an internal review and management approval, all assets were prepared and distributed to the relevant internal teams for upload and implementation ahead of the campaign launch. The campaign proved to be a resounding success, with over 2,000 prize draw entries received and 5 lucky customers each winning one of the cleaning prizes on offer.
Final version of the campaign design
Banner design for the main product journey
Various social media assets. Top: Facebook cover photo. Left: large Facebook post. Right: standard Twitter post
Campaign design featured on D&G's website hero section