Strategic design & visual storytelling.

Brief: Increase Black Friday and Cyber Monday sales globally while decreasing cost per acquisition with a refreshed sales campaign.

Solution: A fresh but simple and visually engaging concept that could work as a teaser, the sale period, and a final push across Cyber Monday. This simple design concept worked as a narrative for the customer, was visually striking, landed the key messages, and allowed for consistent integration across all marketing channels (social, display, email, in-app, and custom landing pages).

Results: $1.5M in Black Friday & Cyber Week sales, 4 percentage points over target.

Key details:

• Original concept, strategy and execution across three regions (APAC, EMEA, AMER).
• Implemented batch-processing actions and automation within Photoshop to handle high-volume formatting at scale.
• Utilised Canva by creating modular templates for re-use across regions, allowing marketing teams to adapt and localise assets for their specific markets.
• FY24 success allowed for further iteration and evolution of the campaign in FY25.

Brief: Create a design system that clearly labels the bookshop as Reading Eggs and can be cascaded to all parts of the organisation.

Solution: A brand identity booklet that laddered up to the masterbrand alongside a custom asset library that could be easily accessed by global teams.

Result: A design system that was easily adopted by internal creatives, web developers, marketers and agencies to ensure consistency across all assets.

Key details:

• A logo and typography system consistent with the masterbrand but with its own fun identity, utilising the eyes of Reggie the mascot, enabling consistent brand governance.
• A four-tier photography and asset library — Studio, Product, Lifestyle and vetted UGC — alongside a custom element library.
• A commercial architecture that could be adopted for cross-sell, acquisition and multi-product bundles.
• Delivered production efficiency to the business through the brand identity guidebook that was handed off to internal teams to produce Bookshop work at speed and scale.

Brief: Pitch the design so it doesn't come across as too heavy or light, while hitting fundraising targets.

Solution: A design approach that layered festive cues over a documentary-style approach to imagery in a way that balanced warmth and gravity.

Results: A 32% lift in donations vs previous FY benchmarks.

Key details:

• Assets included interactive cut-out festive baubles.
• Developed a design system that could be rolled out across digital, email, and print.