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Susanne Kaufmann Black Friday
Project Type
Creative Identity, Digital Design, Paid Ads, Email Design
Date
2023
I was set the task to create a bespoke identity for Susanne Kaufmann's promotional and seasonal campaigns. With the goal being to set aside these campaigns to the 'business as usual' core brand identity, their customers are familiar with.
A key project a part of this was the Black Friday campaign. It was important to represent the alpine heritage of the brand, and so a grainy image of an forest landscape was used. Edited with a black and white filter, this communicated directly to Black Friday without needing to say it in the copy, ensuring a luxury standard was maintained.
The secondary brand serif font was chosen for the creative identity as it is not a font that is used often in the core brand identity and therefore for creates a special look for promotional and seasonal campaigns.
The Black Friday campaign was a great success and I created a range of assets for all marketing and e-commerce channels such as Homepage Banners, Email designs, Paid ads and Organic Social assets.
All leading with the alpine visual identity, as well as supporting content which utilised texture animations and videos of the products to show what the brand has to offer.



