01 — the challenge
Dense product assortments, rapid resizing and extreme turnaround pressure risked overcrowded layouts, weak hierarchy and inconsistent deal treatment.
BFCM 2025 IN Performance Marketing Style Guide
Urgency, but make it legible.
2025 · Campaign systems · Digital design · Brand systems
A bold, deal-forward visual system for Black Friday Cyber Monday, prioritising offer clarity and scannability.
02 — my role
Performance Marketing Designer — end-to-end visual style guide for off-site performance marketing.
03 — process
- 01
Established a high-contrast, deal-first BFCM identity.
- 02
Prioritised offers and product clarity through hierarchy.
- 03
Defined product-led and lifestyle-supported execution rules.
- 04
Created layout guidance for dense information across vertical, square and horizontal placements.
from the project
04 — touchpoints
digital
- Paid social
- Display
- Search demand gen
- App install campaigns
spatial
05 — outcomes
- 01Published deliverable: the BFCM-specific visual style guide.
- 02Documented layout and hierarchy rules for consistent deal-led creative.
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