An energetic, playful Black Friday campaign featuring a bifold mailer and POS—bold type, fun photography, and a layout built to create urgency at a glance.
Retail Visual Campaign
A seasonal lookbook that turns key products into simple, aspirational, shoppable stories—using strong imagery to inspire shoppers.
Problem
The brand needed a Black Friday campaign that amplified the “I Wish” story and grabbed attention fast, using a bifold mailer and in-store POS to clearly communicate urgency, value, and brand personality.
Result
The final campaign used bold typography, energetic lifestyle photography, and cohesive signage design to create a modern, playful look that stood out at a glance. The mailer and in-store POS worked together to drive urgency, reinforce the campaign story, and make the promotion easy to spot and shop.
Project
“I Wish” Black Friday
Client
EXPRESS
Role
Freelance Graphic Designer
Project
“I Wish” Black Friday
Client
EXPRESS
Role
Freelance Graphic Designer
Project Overview
Problem
The brand needed a Black Friday campaign that amplified the “I Wish” story and grabbed attention fast, using a bifold mailer and in-store POS to clearly communicate urgency, value, and brand personality.
Result
The final campaign used bold typography, energetic lifestyle photography, and cohesive signage design to create a modern, playful look that stood out at a glance. The mailer and in-store POS worked together to drive urgency, reinforce the campaign story, and make the promotion easy to spot and shop.
Mailer Concept Variations
Instore POS
Discover More
Promotional Materials
Seasonal Style
Promotional Campaign
Print Storytelling
Print Story
Promotional Materials
Story-Driven Imagery
Seasonal Style