Christmas 2024
In retail, seasonal events launch early and in September 2024, Hobbycraft launched their Christmas campaign. As a team we quickly realised that competitors were going bolder than ever and that we needed to ramp up our styling. Within three days of the original brief, we had a whole new identity. I came up with a completely new concept that was bold, contrasting and quite edgy for Hobbycraft but in keeping with their core values and charming look & feel.
Original homepage desktop banner
Original homepage mobile banner
The new online banners feature a dark midnight blue with a glitter effect lockup. I loved the original concept of keeping our signature red value roundel in a bauble so I added a subtle glow around it so not to contrast with the blue or cause any accessibility issues.
The snow scene adds an element of depth to the banner with textures and graphics making it more playful - this feeling is also conveyed through the photography.
This design was implemented across all digital channels and saw an uplift in sales from then on.
