JOULES
Promo concept
ROLE
Senior Digital Designer
@ Joules
TOOLS
Creative Concept
Illustration Direction
Art Direction
Digital Design
Animation
OVERVIEW
For the Autumn “Nearest & Dearest” sale promotion, I developed a charming, autumn-inspired creative concept designed to resonate emotionally with Joules customers while spotlighting key seasonal categories such as coats, wellies and outdoor apparel. The aim was to create a campaign that felt warm, relatable and rooted in the everyday moments that define the season, while also injecting pockets of humour and surprise through playful animated illustrations.
CHALLENGE
Autumn is a key trading moment for Joules, with customers highly engaged in seasonal activities and product needs. The challenge was to create a standout sale campaign that didn’t feel generic or purely promotional, but instead captured the spirit of the season in a way that felt distinctly “Joules” and warm, characterful and engaging.
The creative needed to cut through a busy retail period while reinforcing the brand’s love of the outdoors, family moments and British countryside life.
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Anchored the idea in the autumn season, focusing on activities our customers genuinely relate to, pumpkin picking, countryside walks, cosy outdoor adventures.
Introduced the idea of showcasing these moments through illustrative storytelling, blending product relevance with emotional resonance.
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Created a series of bespoke illustrations alongside an illustrator that captured wholesome, seasonal scenes, each infused with playful character and crafted to complement Joules’ signature style.
Illustrations included:
A family on a pumpkin-picking trip, with a child sitting in a wheelbarrow surrounded by pumpkins
A couple walking through a field of wheat, accompanied by their excitable dog
The illustrations served as both eye-catching visuals and narrative anchors that connected emotionally with the audience.
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To elevate engagement, I introduced subtle, unexpected animated moments designed to surprise and delight:
In the pumpkin scene, the child cheekily throws a pumpkin out of the wheelbarrow
In the countryside walk, the dog suddenly jumps up and down in excitement
These light-hearted animated touches brought personality to the campaign and helped differentiate it from traditional sale creatives.
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Adapted the concept across a wide range of digital formats, ensuring consistency and flexibility:
CRM email campaigns
Website hero imagery and seasonal landing pages
Social content and animated assets
Digital promotional banners
The illustrations and animations were optimised for both static and motion applications.
APPROACH & PROCESS
OUTCOME
Delivered a memorable, emotionally resonant sale campaign that stood out during a competitive seasonal period.
Strengthened Joules’ brand storytelling by blending humour, illustration and relatable autumn moments.
Created visually rich and engaging assets that performed strongly across CRM, social and digital channels.
Reinforced the brand’s connection to countryside living, outdoor family activities and character-led design.
WHY IT MATTERS
This project showcases my ability to develop brand-led campaign concepts that combine illustration, storytelling and playful motion to create impactful seasonal promotions. It highlights my strengths in creative ideation, art direction, animation briefing and cross-channel execution, all essential elements of delivering memorable, commercially effective creative work.
ILLUSTRATION MOODBOARD
CREATIVE DIRECTION
FINAL ILLUSTRATIONS
FINAL ANIMATIONS
