This project involved developing a visual identity for Boohoo’s Black Friday weekend campaign. The creative direction was inspired by the photography itself. With a limited budget, we worked exclusively with existing images which were models shot against metallic foil backgrounds.

By manipulating these existing images we built a cohesive “space” concept that carried across all campaign assets, including social posts, website elements, and email marketing.

An on-theme font was introduced to distinguish the campaign from everyday assets while keeping everything aligned with the concept.