Mother’s Day 2023
For the Mother’s Day campaign, I supported the digital rollout by designing campaign animations, social assets, and the campaign email, all tailored to engage users across multiple platforms. My focus was on creating a visually cohesive and user-centred experience that highlighted the roast offer and the gifting range, encouraging customers to explore the full offering.
By aligning the design with user intent, whether discovering last-minute gift ideas or planning a special meal, I aimed to make the digital journey feel thoughtful, intuitive, and emotionally resonant. Each asset was crafted to not only reflect the tone of the occasion but also to guide users toward actionable next steps, helping drive awareness and conversion throughout the campaign.
To optimise the Mother’s Day seasonal toolkit for digital use, I made adjustments to improve on-screen legibility and accessibility. I enhanced the contrast by leaning more heavily into the pink and purple hues within the toolkit, while also darkening the tinted green text to ensure clarity across devices and screen types. These refinements helped maintain the brand’s seasonal identity while ensuring the content remained accessible and easy to read for all users.
Social Media Assets
For the animations, I developed multiple storyboard concepts before selecting a direction that featured dynamic transitions paired with clear, concise messaging. Given the short attention span and time constraints of 5–10 seconds across different social platforms, it was important to balance visual interest with clarity of communication. The final design aimed to quickly capture attention while delivering the key message in an intuitive and digestible way.
This campaign was a turning point in building my confidence as a digital designer, particularly in motion design. I was able to translate skills gained from an animation training course into a real-world brief, creating content that enhanced engagement across multiple digital platforms. Developing this capability enabled me to incorporate subtle, purposeful motion into future campaigns to increase interaction and user engagement.
The project also sparked my interest in leveraging data to inform design decisions. While the email performed at an average engagement rate of 2.57%, performance data revealed that the gifting product pod was the top-performing content block. This insight revealed a clear customer interest in gifting, which ultimately influenced the decision to introduce gifting bundles in the following year’s campaign. It reinforced how user behaviour and performance metrics can help shape more targeted, effective digital experiences.