KitchenAid Black Friday Campaign
Role: Digital Design | Project: Marketing Campaign | Company: Whirlpool Canada
The Challenge
Black Friday is one of the most competitive retail moments of the year. KitchenAid needed a campaign that would cut through a crowded market while remaining fully aligned with brand standards across print and digital.
The challenge was to create a bold, high-impact promotional system without sacrificing clarity, hierarchy, or brand integrity.
Campaign Lockup System
A flexible Black Friday lockup was developed to perform across multiple formats and environments. Horizontal and vertical variations were designed to adapt seamlessly between print and digital placements while maintaining consistent hierarchy and legibility.
The typography system prioritized urgency and savings, ensuring the core message remained clear regardless of scale or layout constraints.
Paid Social Execution
With an active social audience, the campaign extended into both static and animated paid ads across Instagram and Facebook. Motion was used selectively to emphasize key offers and capture attention in high-scroll environments.
Each asset directed users to product pages, supporting traffic during peak sales activity while reinforcing campaign consistency.
Homepage Hero
Given the homepage’s significant traffic during Black Friday, the hero banner was designed to immediately communicate value. Strong pricing contrast, clear calls to action, and promotional badges such as “Our Pick 2023” and “Our Lowest Price 2023” reinforced urgency without cluttering the layout.
The result was a focused entry point into the promotion.
On-Site Promotion
To sustain awareness across the site, promotional banners were deployed on key product and category pages. Each variation preserved the campaign’s visual identity while adapting to different placements and dimensions.
Consistency across formats ensured the message remained recognizable throughout the user journey.
Retail Extension
The campaign extended into in-store materials, equipping vendors with posters and flyers aligned with the digital system.
Maintaining a unified visual language across touchpoints reinforced brand consistency and strengthened the overall promotional presence.
