I led Goodprint in trying their first Black Friday campaign in 2014. I briefed the design team that I wanted a sleek, top-down view of black and white stationery with large text containing the required copy. The imagery is impactful, and was the most financially successful campaign of 2014. To distinguish the Cyber Monday offer, I asked the team to create a colourful and less rigid design to create a more festive feel. We carried this palette through to our Christmas messaging.