Black Friday is a big deal. And in the retail world, it’s the Super Bowl of big deals. As Lead Art Director on CB2’s 2024 Black Friday/Cyber Monday campaign, I created multiple lockups, color scheme, image and animation direction for the week long promotion. I also created 18 emails, email banners, paid digital display, and provided direction to other channels like e-commerce, social, and in-store.
Six different lockups were created to be used for the duration of the sale, each one being updated with timely language. Both “Black Friday/Cyber Monday” and the percentage shared emphasis throughout the library of lockups. The lockups were designed to be clean, promotional-forward, and, as ecomm had to use live text for SEO value, cohesive with that application.
When Cyber Monday starts, a new lockup style, color scheme and animation kicks in.
