As part of the run up to Christmas, our team developed the home of Christmas campaign which was split into three phases. The first phase was the early bird phase which was for the shoppers who wanted to get their Christmas shopping done early. The second phase was the gifting phase which was for the shoppers who wanted to give gifts to their loved ones. The third phase was the final phase which was for the shoppers who wanted to complete their Christmas shopping before the holidays.

MY ROLE: WEB DESIGN/DEVELOPMENT | DIGITAL DESIGN
ADOBE XD | HTML/CSS
YEAR : 2026 - PRESENT
TEAM & CAMPAIGN CREATIVE DIRECTION : MYSELF · TODD · FI · KIM · KASCIA ·ANNABELLE
FILMING / MOTION : TODD DUNCAN
PHOTOGRAPHY : ANNABELLE
COPYWRITER : MAISIE TURNER
Concept LOOK AND FEEL

These initial concepts were what I developed to present to stakeholders with the proposed look and feel for the Christmas campaign landing page across the Freemans and Kaleidoscope websites. The designs explored how the campaign typography guidelines, photography and visual styling could come together to create a cohesive festive experience, while ensuring key commercial messaging remained prominent. This included giving the credit banner clear visibility within the page, recognising its importance in communicating a key customer proposition. The approved direction then provided a visual foundation for the wider Christmas campaign and onsite updates.

Phase 2 FLEXIBLE CREDIT UP FRONT

For Phase 2 of the Christmas campaign, we wanted to bring our key customer propositions to the forefront across our digital channels. One of the key messages was our flexible credit options, giving customers the ability to spread the cost of their purchases over a period of time. The challenge was to communicate this clearly within the wider Christmas creative, while keeping the experience visually engaging and easy to understand.

Phase 3 A/B TESTING (currently live) TESTING THE WAY INTO CHRISTMAS