Lifecycle & Campaigns
Sale, without sounding like sale
A luxury retail campaign across email, social, in-store and web.
Hackett London / 05
Scope
- Christmas sale email templates
- 65B members early-access programme
- Social graphics
- Web promotional banners
- In-store signage & window graphics
- Animated digital assets
Hackett London trusted me with their Christmas sale campaign across digital and physical touchpoints. The work focused on email and web while protecting Hackett's refined British menswear positioning — sale energy without compromising the brand voice.
Hackett London — Lifecycle & Campaigns
01
Context
Hackett London, the British menswear house, entrusted me with their Christmas Sale Campaign across digital and physical touchpoints — a project that had to protect luxury positioning while doing a commercial job.
Context — Hackett London
02
The challenge
The focus was the email programme. Working inside Hackett's refined brand guidelines, I designed a series of strategic email communications to engage a sophisticated customer base across the holiday season — a sale that had to read as a gift edit rather than a markdown.
The challenge — Hackett London
03
Execution
At the heart of the project was a suite of email templates showcasing Hackett's premium offering while communicating seasonal promotions. Each email was designed to hold the brand's elevated aesthetic and still drive the commercial objective.
The campaign covered
- Early access communications for valued customers
- Exclusive preview events
- Tiered discount offers reaching up to 40% off
- Collection highlights for outerwear and formalwear
04
Beyond the inbox
Complementary assets built a continuous customer journey
- Social media graphics with festive messaging
- In-store sale signage that commands attention without shouting
- Website promotional banners and content blocks
- Animated elements for digital engagement
05
Technical delivery
Emails were built as production assets, not just layouts.
- Responsive design across devices
- Clean, semantic HTML for reliable delivery
- Testing across major email clients
- Deployment timed for maximum impact
06
Outcome
The project delivered high-impact promotional content that supported holiday sales objectives while working efficiently inside established brand parameters.
The outcome
- 01A coherent luxury sale campaign across every channel.
- 02Refined positioning protected end to end.
- 03One look from inbox to shop window.
Next project
Laura Bond
Campaigns, editorial, ecommerce content and ongoing creative direction.
