Context
A major seasonal campaign reframing Valentine’s Day through a non-traditional, humour-led concept while maintaining commercial performance during one of the busiest trading windows of the year.My Role
My Role
Lead designer shaping the campaign’s visual language and messaging, delivering a full suite of digital assets across platforms in close collaboration with marketing and trading teams.
Outcome
The campaign sustained positive sales performance versus the previous year and proved the brand could evolve Valentine’s messaging without sacrificing conversion.
Rationale
Valentine’s is a high‑pressure commercial moment with little room for error, but traditional romantic messaging no longer reflects how many people experience relationships. The goal was to modernise the tone of the campaign without sacrificing clarity or sales performance, especially following a very strong Valentine’s 2024.
My role
I worked as the designer embedded in delivery, collaborating with marketing and channel owners while leading the visual execution. I was responsible for translating the agreed direction into a clear creative system, building the Valentine 2025 toolkit, and delivering assets across web, app, CRM, paid media and social, while supporting the campaign through late changes and live fixes.
Execution
I developed a modular visual system that balanced playful “situationship” language with simple hierarchy and clear deal presentation. The toolkit allowed the campaign to scale quickly across channels, absorb late updates to names and pricing, and stay consistent during peak launch pressure. This meant we could move fast without reworking everything each time priorities shifted.
Results
The campaign sustained positive growth despite following one of the strongest Valentine’s performances on record. Valentine’s 2024 delivered +5.7% like‑for‑like sales growth and +24% total sales growth, setting a high benchmark. During the core Valentine trading week in February 2025, the campaign still delivered +1.3% like‑for‑like sales growth and +4.1% total sales growth, showing the modern creative approach did not damage conversion.
Why it worked
Situationship Savers proved that culturally relevant messaging could perform in one of the most commercially sensitive weeks of the year, particularly across delivery and collection. The clarity of the design system, combined with fast, reliable execution, allowed the campaign to land cleanly at scale. The success of the 2025 approach led it to be used as a reference point for Valentine’s 2026 planning.
