Brand Campaign · Leslie’s
Integrated Campaign System
I created one flexible campaign language that could move from a tiny paid placement to a full storefront—without losing the offer, the brand, or the pace of a busy retail calendar.
Email, paid social, Google Ads, Performance Max, web, print, and retail.
A flexible visual system connected every size, crop, offer, and placement.
I led the look and feel, hierarchy, art direction, and high-volume execution.
Seven channels. Hundreds of variations. Seconds to earn attention.
The campaign had to work across Google Ads, Performance Max, paid social, web, print, and in-store. Every format changed the crop, hierarchy, and available space. Without a strong visual system, the idea would quickly fragment into a collection of unrelated assets.
I defined the visual language, then pressure-tested it at the smallest size.
I led the look and feel, then carried the system across every placement. Starting with the tightest formats forced the hierarchy to stay disciplined: offer first, product second, brand always visible.
Recognition comes from shared principles—not identical layouts.
I created a common language for typography, color, layout, and art direction, then built in enough flexibility for different products and offers. A paid-social ad and an in-store sign could behave differently while still feeling unmistakably part of the same campaign.
The richest version of the idea failed in the smallest placement.
The full-width web concept lost its clarity in a tiny Performance Max slot and a stacked mobile feed. There was no room for the full story, so I identified what the campaign could not afford to lose and removed everything else: one offer, one product, one unmistakable brand signal. The atmosphere I liked was the first thing to go. That sacrifice made the idea more recognizable everywhere else.
From inbox to storefront, customers encountered one clear campaign idea. Behind the scenes, the system gave the team enough structure to move quickly without letting the creative drift.
