Christmas Campaign Design
Project Overview
Paddleboards are typically a summer purchase, making off-season marketing a challenge. The objective was to design a Christmas campaign that maintained brand presence, brought festive excitement to the e-commerce experience, and encouraged user engagement through a homepage banner, deal tiles, and promotional ads.
Research
Review of Previous High-Performing Assets
Key Takeaways
Clear and functional, but some designs felt understated and could benefit from more energy.
Seasonal elements worked best when driven by setting and mood rather than decorative graphics.
The campaign successfully communicated savings, delivery reassurance, and long-term value.
Visual Design Research
Key Takeaways
More restrained designs felt more premium and intentional than visually busy ones.
Ads built around a clear idea or scene were more memorable than template-led Christmas designs.
Depth, lighting, and atmosphere had more impact than adding extra festive elements.
Avoiding obvious holiday clichés helped designs feel more distinctive and considered.
Design Exploration
AI Image Enhancements
Key Points
Used AI-enhanced imagery to adapt existing assets to a winter context.
Refined in Photoshop to keep the product exactly the same, focusing changes only on the environment.
Seasonally relatable visuals often drive 10–30% higher engagement, as ads feel more relevant and timely to viewers.
Seasonal Visual System
Key Points
The Gold gradient create a warm, premium Christmas feel.
Foreground and background gradients add contrast and depth for clear visual hierarchy.
Clean modern type is balanced with festive accents for personality.
Product-Inspired CTA Button
Key Points
Button shape subtly reflects the paddleboard deckpad.
Reinforces the product without distracting from content.
Scales clearly across ads, banners, and small formats.
Testing & Iteration
Exploring Offer Clarity
% off vs £ off promotional comparison.
Key Insights
Explored different promotional messaging styles, including percentage-based and value-based discounts.
Prioritised percentage offers for their instant clarity and scannability in smaller placements.
Final Solution
This campaign uses bold colour, festive touches, and playful visuals to create a fun and engaging Christmas look across key digital placements. By focusing on strong product imagery and clear messaging, the designs avoid a cheap or overly cheesy Christmas style, resulting in a warm, premium feel that remains exciting while staying true to the brand.
Bright and engaging homepage banner design.
Outcomes & Key Learnings
The campaign successfully introduced festive energy into an off-season category while keeping products and brand quality front and centre. A controlled festive approach helped maintain a premium, on-brand look while still feeling seasonal.