01 / Frame
Find the clarity
I reduced the message to the customer decision that mattered most, then built a hierarchy that made the offer legible at a glance.
Case study / Retail campaign system
Vision Express
Complete in-house design for Vision Express, delivering cohesive print, digital, in-store, and social assets across campaigns including Ray-Ban and the Jo Whiley varifocals collaboration.
The work
I worked across Vision Express marketing channels, producing cohesive, impactful assets across print, digital, and in-store campaigns. The Jo Whiley varifocals work included video editing for TV, web, and social, alongside a bespoke webpage and blog.
My role
In-house graphic and motion design: campaign banners, video editing, web layouts, blog creative, promotional social assets and in-store communication.
Jo Whiley: a campaign across screens.
I designed the varifocals banners and digital campaign layouts, using Jo Whiley’s imagery and the campaign’s pink palette to connect the offer, product and supporting story. The work extended into an edited advert, a bespoke webpage and blog content.
The varifocals advert.
TV / web / social campaignI edited campaign video for TV, web and social, adapting the material to the different places customers would encounter the collaboration.
From the banner to the webpage.
The supporting web layouts carried the campaign into a browsing experience, connecting the varifocals message with Jo Whiley’s frame choices.
Campaign webpage
Jo Whiley / DigitalI designed the campaign webpage and blog as part of the same digital journey, keeping the campaign imagery and product information connected.
Black Friday, made for the feed.
Campaign motion / Square and verticalI created animated social assets for the Black Friday promotion, adapting the offer across square and vertical compositions. Each version gives the headline, eyewear and call to action room to read within a short sequence.
Everyday messages in motion.
Eyewear, offers and product storiesAlongside the larger campaigns, I created motion graphics for social media and in-store communication. Product launches, virtual try-on, payment options and seasonal messages each needed a clear opening and a readable product or offer. The selection below shows the social executions.
Process
From brief to rollout
02 / Build
Give it a point of view
I paired confident typography with product-led composition so the work felt recognisable without relying on decoration.
03 / Extend
Make it travel
I translated the direction into repeatable layouts for retail, digital, and social, keeping the same visual logic across each touchpoint.