Birthday Sale

Following a recent rebrand, our priority was to elevate the brand especially during key promotional moments. The annual Birthday Sale was our first major promotion post-rebrand and was focused on creating a warm, joyful family celebration that highlighted meaningful moments. As a global campaign rolling out across multiple international markets, it required an expanded creative scope and a high volume of deliverables. I developed the moodboard and style guide, featuring a colorful yet elevated palette and simple, elegant design elements with playful animations to bring the assets to life. I led the project from concept to execution—driving creative direction, managing a team of designers, art directing an in-studio photoshoot, and collaborating closely with cross-functional stakeholders and external partners.