PAUL UK Valentine's Day campaign concept
This campaign focuses on promoting a limited-edition Valentine’s heart-shaped cake range, and related seasonal sale offers. The campaign was required to work seamlessly and inspire a call to action across print and digital platforms, including in-store POS and social media.
Deliverables: A seasonal campaign toolkit, including printed POS and visual merchandising materials, as well as digital assets across web and social media platforms.
I created custom illustrations of the seasonal products to add a romantic, hand-made characteristic to the campaign, and in turn encourage trust and familiarity. For example, the heart motif was repeated subtly in the layout and typography to reinforce the theme and add a lighthearted, playful touch. To maintain brand consistency, the PAUL logo and signature border was incorporated on all printed POS materials. The toolkit was designed for full omnichannel use, with versatile assets that could be adapted across print and digital formats. Each campaign element featured an intentional call to action, highlighting the offer in elegant branded typography and ensuring legibility across formats.
Outcome: The campaign was designed with rollout ease in mind, allowing consistent application across all store locations and online channels. This project allowed me to utilise strategic thinking through seasonal marketing opportunities. As a result I was able to create adaptable, brand-consistent artwork that maintained high visual impact across both digital and physical retail environments. This included window designs that considered spatial elements, such as the need to display the product in the window, and catchy social media copy streamlined with thoughtfully selected seasonal photography, to inspire a call to action and catch customers' attention as they scroll.