Overview
The Krumbled Group Black Friday campaign brought together three ecommerce brands - Krumbled Foods, Mini+Me, and Habitual Beauty - under a single, cohesive campaign for the most commercially significant sales period of the year. Black Friday represents the group’s largest ecommerce event, generating the highest revenue annually.
I led the visual direction and campaign execution alongside a senior graphic designer, shaping the look and feel, guiding photoshoots, and rolling out assets across digital channels to ensure the campaign performed both at an individual brand level and as a unified group.
The Challenge
The key challenge was balancing consistency and distinction. Each brand needed to retain its own identity while still feeling clearly connected as part of a group-wide Black Friday campaign. The campaign also needed to perform across multiple channels - EDM, social, paid ads, and ecommerce - under tight timelines and high commercial pressure.
My Role
This project marked my first opportunity stepping into an art direction role within a major campaign. I worked closely with the senior graphic designer to develop the campaign’s visual direction, define a shared colour palette to unify the brands, and shape the creative approach for photography.
I planned and directed campaign photoshoots, briefing our photographer, overseeing shoots, and approving final imagery to ensure alignment with the campaign vision.
I also presented the final look and feel to the wider team before leading the rollout of digital campaign assets across all three brands.
Creative Direction & Concept
The creative direction focused on creating a bold but flexible visual system that could scale across brands. Purple and cream were selected as core campaign colours to tie the brands together, while allowing individual product imagery and layouts to retain each brand’s personality.
Photography was approached with consistency in lighting, composition, and styling so assets could be used both individually and grouped together - particularly for cross-brand promotional moments and collection imagery.
Photoshoots & Asset Creation
I developed the vision for campaign photography and oversaw multiple shoots, working with a freelance photographer who captured and retouched imagery under my direction. This ensured the final assets aligned with the campaign concept and were optimised for ecommerce use across multiple formats.
Campaign Rollout & Execution
Once the campaign direction was locked, I undertook the rollout of assets across key digital channels, including EDMs, social media, Meta ads, and website banners. Assets were adapted to suit each brand while maintaining a cohesive group-wide campaign presence across all customer touchpoints.
The campaign also supported the launch of two new Hydramama flavours for Mini+Me on Black Friday itself, requiring additional product creative to be seamlessly integrated into an already high-pressure sales period without disrupting the overall campaign narrative.
Outcome & Impact
The campaign significantly outperformed previous Black Friday performance, significantly exceeding founder revenue targets. Compared to the prior year, the campaign delivered substantially stronger results, with EDMs accounting for approximately 50% of total campaign revenue.
Email performance exceeded industry benchmarks for open rates across all sends, reinforcing the effectiveness of the campaign’s creative direction, messaging, and rollout strategy.