JOULES

Merry & Bright Christmas

ROLE
Creative Lead
@ Joules

SKILLS
Creative Lead
Campaign Concept
Art Direction
Team Leadership
Digital & Print Design

OVERVIEW

As Creative Lead for the Joules AW21 Christmas campaign, I directed the full creative development of Merry & Bright, a joyful, product-led seasonal campaign delivered across all customer touchpoints. Working closely with senior stakeholders, product teams and marketing, I translated the AW21 range into a cohesive festive concept, guiding the campaign from early ideation through to final multi-channel execution.

CHALLENGE

The Christmas trading period required a campaign that felt premium, festive and commercially strong, while still staying true to the Joules brand. With multiple channels, high-volume creative output and a three-month delivery window, the challenge was to create a distinctive seasonal identity that could flex across stores, digital channels and CRM without losing consistency.

- Developed the Merry & Bright creative theme, informed by the AW21 product palette, textures and storytelling direction.
- Created a full campaign toolkit including colourways, typography rules, graphic devices and photographic styling guidelines.
- Presented concepts to senior leadership, refining the direction collaboratively.
- Oversaw the seasonal photoshoot, working with photographers, stylists and the product team to capture imagery aligned to the campaign aesthetic.
- Directed both lifestyle and product-led photography to ensure assets supported all required channel formats.
- Managed a team of three designers, delegating workstreams while ensuring consistency and quality across all outputs.
- Coordinated cross-functional collaboration with marketing, e-commerce, CRM and retail teams to align creative execution with trading priorities.
Delivered a broad suite of assets across print and digital, including:
- In-store: Window displays, point-of-sale materials, seasonal signage
- CRM: A full series of festive emails, gifting edits and promotional sends
- Digital: Homepage takeovers, landing pages, seasonal content blocks
- Social: Campaign graphics, promotional assets and product-led storytelling
- Photography: Oversaw multiple shoots to support campaign refreshes throughout the season

APPROACH & PROCESS

OUTCOME

Delivered a cohesive, recognisable Christmas campaign that elevated the AW21 product range and supported key trading moments.
Ensured high-quality execution across all customer touchpoints, strengthening brand consistency throughout a critical sales period.
Improved efficiency and alignment across teams through strong creative direction, collaboration and leadership.
Achieved a polished, flexible campaign identity that sustained engagement across a full three-month season.

WHY IT MATTERS

This project highlights my ability to lead large-scale seasonal campaigns from concept to execution, bringing together art direction, team leadership and multi-channel creative strategy. It demonstrates my strength in shaping campaigns that are visually impactful, commercially aligned and consistent across print, retail, digital and CRM channels.