Design Leader. Visual Storyteller. Creative Problem Solver.
Design Leader. Visual Storyteller. Creative Problem Solver.
I led creative direction and campaign strategy for the Sound Off Anniversary Sale, building a modular, color-coded system that scaled across email, social (organic and paid), landing pages, pop-ups, and video — while remaining visually consistent across every platform and phase of the campaign. The campaign generated $67,221 of retail revenue over a 12-day run.
Campaign Scope
• 12-day retail sale across owned and paid channels
• Sequenced email campaign across all sale phases
• Social creative across organic posts and stories
• Social video creative for Meta paid placements
• Campaign-specific Google Ads copy and placement
• Video creative for paid and organic
• Landing pages across desktop and mobile
• Responsive Pop-Ups on Sound Off website
A flexible, color-coded system of modular assets designed to scale across channels, platforms, and phases of the campaign. Core layout structures were engineered to break apart and adapt across email, social, landing pages, and pop-ups, while image-first modules allowed the campaign to translate cleanly into social placements without headline overlays — all while maintaining a consistent and recognizable campaign identity across every touchpoint.
A four-part marketing email cadence designed to build momentum over time, with each send mapped to a distinct campaign phase. Each colorway signaled both the stage of the sale — Announcement (pink), Launch (blue), Reminder (orange), and Last Chance (green) — and the range of Sound Off experiences, from live music and silent discos to fitness, wellness, and meditation.
Organic social uses the image-forward module of the campaign system, deploying the same layouts and colorways without the headline layer to create a streamlined user experience. Each post was pushed to Stories with direct links to landing pages for seamless conversion, while in-feed posts drove traffic via “link-in-bio” CTAs.
The social rollout began at Launch, aligning to the channel’s immediate-action behavior rather than early-stage “coming soon” announcement messaging. Link-in-bio traffic converted at a 35.29% CVR, signaling high-intent users and a clean funnel handoff from social to form.
A hero motion asset was created for the Anniversary Sale and deployed across Meta paid placements, then repurposed for organic social. The video carried over campaign typography, headline treatments, and offer styling to stay consistent with static assets. Poster-style layouts were rebuilt into card-to-card product-to-experience transitions. Experience types rotated through a consistent framing system, including music, silent discos, fitness, wellness, meditation, and nightlife.
Channel-specific landing pages were built for Google Ads, Meta, Linktree, and Pop-ups using the same modular campaign system. A dedicated Sound Off–domain version was created to meet Google Ads requirements, while other channels routed to existing HubSpot-hosted pages. Unique links and UTM tracking supported clean attribution across traffic sources.
Responsive pop-up modules ran on the Sound Off website during the Anniversary Sale in both desktop and mobile formats. The conversion layer delivered a 32.6% form-fill rate, demonstrating the effectiveness of pairing urgency-driven creative with a streamlined path to action.