Black Friday: a brand campaign to start again.
Black Friday: a brand campaign to start again.
Black Friday: a brand campaign to start again.
In autumn 2020, during the second wave of the pandemic, brumbrum decided to launch a strong Black Friday campaign to accelerate its online business.
I was responsible for designing the full digital experience, from concept to execution, with a focus on UX, UI, visual direction, and ensuring the campaign would scale effectively across all touchpoints.
In autumn 2020, during the second wave of the pandemic, brumbrum decided to launch a strong Black Friday campaign to accelerate its online business.
I was responsible for designing the full digital experience, from concept to execution, with a focus on UX, UI, visual direction, and ensuring the campaign would scale effectively across all touchpoints.
Role:
Visual and UX Designer
Date:
2020
Industry:
Tech, Automotive
Client:
brumbrum
Defining the visual direction
Defining the visual direction
The first step was to evolve brumbrum’s existing brand identity into a visual concept tailored for the Black Friday event. The idea “Black Friday turns the lights on” became the foundation of the direction: bold, electric and instantly recognizable. I started by building a focused moodboard to define the visual language, ensuring the system was both eye-catching and scalable across all touchpoints while remaining aligned with brumbrum’s core brand pillars.
The first step was to evolve brumbrum’s existing brand identity into a visual concept tailored for the Black Friday event. The idea “Black Friday turns the lights on” became the foundation of the direction: bold, electric and instantly recognizable. I started by building a focused moodboard to define the visual language, ensuring the system was both eye-catching and scalable across all touchpoints while remaining aligned with brumbrum’s core brand pillars.
DARK BLUE
#06151D
#06151D
NIGHT BLUE
#013E52
#013E52
PRIMARY BLUE
#28B8CE
BRIGHT WHITE
#F8F9FA
#F8F9FA
DARK ACCENT
DARK
#840022
#840022
ACCENT
#F5475B
GRADIENT
175deg, #58DEF2, #28C4CE, #0897AE, #013E52)
GRADIENT
175deg, #58DEF2, #28C4CE, #0897AE, #013E52)
GRADIENT
175deg, #58DEF2, #28C4CE, #0897AE, #013E52)
GRADIENT
175deg, #58DEF2, #28C4CE, #0897AE, #013E52)
Creating a scalable campaign system
Creating a scalable campaign system
Once the campaign identity was defined, the next step was to build a scalable system - not just individual assets - that could adapt seamlessly across emails, landing pages, the website, social channels, and paid media. The first touchpoint was the DEM layout, which became the foundation for the visual and UX rules that shaped the rest of the campaign.
Once the campaign identity was defined, the next step was to build a scalable system - not just individual assets - that could adapt seamlessly across emails, landing pages, the website, social channels, and paid media. The first touchpoint was the DEM layout, which became the foundation for the visual and UX rules that shaped the rest of the campaign.
Clear UX flow
Clear
UX flow
Ensure a smooth and intuitive user flow from campaign entry points to conversion
Ensure a smooth and intuitive user flow from campaign entry points to conversion
Defined layout system
Establish a modular layout and visual rules starting from the DEM template, that scale across the entire campaign
Consistency and scalability
Design reusable components adaptable to email, landing, website, and social formats
Defined layout system
Establish a modular layout starting from the DEM template, creating visual and structural rules that scale across the entire campaign
Consistency and scalability
Design reusable components adaptable to email, landing, website, and social formats
A progressive DEM flow
designed for conversion
A progressive DEM flow
designed for conversion
To ensure a smooth user journey and maximise conversions, the DEM flow was structured around brumbrum’s two core offerings - Used cars and Renting - while keeping a generic path for broader audiences and previous leads.
The campaign followed a progressive disclosure logic:
Teaser (generic) —> introduced the Black Friday event and built anticipation.
Reminder (Used + Renting) —> reinforced urgency by showing updated inventory and specific offers.
Last Call (generic + Used + Renting) —> closed the loop with a clear “final chance” conversion push.
This sequence guided users from awareness to action, consistently surfacing the most relevant message at the right moment, based on their product interest and past interactions.
From template to system
From template to system
To ensure consistency and scalability across all touchpoints, I built a modular layout system starting from the DEM template.
Every component - buttons, car cards, promotional blocks, category tags, and coupon sections - was structured using a clear spacing and alignment logic.
By defining a set of spacing tokens (paddings, margins, and vertical rhythm), the campaign gained a predictable structure that made each asset easy to assemble, reuse, and adapt.
This modular approach allowed the visual system to scale without losing clarity, ensuring every email, banner, and promotion followed the same design language while remaining flexible for different content needs.
The carboxes: a flexible component across touchpoints
The carboxes: a flexible component across touchpoints
Carboxes were the core component of the campaign’s modular system.
The design system included two versions of the carbox component, each tailored to its context:
DEM Carbox —> Slim & Essential
Designed to be lightweight and immediately scannable, showing only the key information needed to drive clicks within strict email constraints.
Website Carbox —> Detailed & Comparative
An expanded version with full specs, pricing details, and interactions, supporting product comparison and deeper user engagement on-site.
To make the component work inside email constraints, we had to account for the inconsistencies of email HTML rendering. Each provider (Gmail, Outlook, Apple Mail) handled spacing, images, and layout differently, so the carbox had to be designed in a way that remained visually coherent everywhere.
Click tracking —> Each carbox used a unique tracking URL, allowing us to measure interest and performance per model.
Real-time accuracy —> While email HTML can’t update once sent, all links pointed to live product pages, ensuring users always saw up-to-date stock even if a vehicle had sold.
This combination of modular design, technical constraints, and cross-provider testing made the carbox one of the most challenging and strategically engineered elements of the campaign.
Multi-channel execution
Multi-channel execution
Multi-channel execution
After defining the system, the final step was adapting it across all campaign touchpoints. The Black Friday identity, components, and layout rules were scaled into landing pages, social formats, and paid media, ensuring a consistent experience from the first email to the last ad. Below is an overview of how the visual system translated into real executions across desktop, mobile and advertising channels.
After defining the system, the final step was adapting it across all campaign touchpoints. The Black Friday identity, components, and layout rules were scaled into landing pages, social formats, and paid media, ensuring a consistent experience from the first email to the last ad. Below is an overview of how the visual system translated into real executions across desktop, mobile and advertising channels.
Performance and impact
Performance and impact
Performance and impact
The campaign was designed to maximise the three main performance drivers of a DEM: higher open rates through a clear teaser–reveal flow, stronger CTR thanks to a modular and scannable layout, and better conversions by aligning each email with consistent landing pages and multi-channel touchpoints.
1.
1. Car/taxi/Uber are not valid options
Often fall short in urban settings due to traffic, cost, and environmental impact adlsapùNJXLNCòX sajkflhgdsoaVLBCDSUOfupiqòFE FHDpfuèdwFDF HDSòf vioweèFèEGW
Thanks to a clear teaser → reveal → reminder sequence
1.
Open rate
+ 18%
Thanks to a clear teaser → reveal → reminder sequence
CTR
+24%
Driven by modular layouts and simplified message hierarchy
Conversion lift
+15%
From consistent landing pages and cross-channel alignment
+ 24%
Driven by modular layouts and simplified message hierarchy
CTR
+ 15%
From consistent landing pages and cross-channel alignment
Conversion Lift
Persona
1.
Open rate
+ 18%
Thanks to a clear teaser → reveal → reminder sequence
Thanks to a clear teaser → reveal → reminder sequence
CTR
+24%
Driven by modular layouts and simplified message hierarchy
Conversion lift
+15%
From consistent landing pages and cross-channel alignment
+ 24%
Driven by modular layouts and simplified message hierarchy
CTR
+ 15%
From consistent landing pages and cross-channel alignment
Conversion Lift
Persona
Open rate
+ 18%
Thanks to a clear teaser → reveal → reminder sequence
CTR
+24%
Driven by modular layouts and simplified message hierarchy
Conversion Lift
+15%
From consistent landing pages and cross-channel alignment
Clear UX flow
Ensure a smooth and intuitive user flow from campaign entry points to conversion
Defined layout system
Establish a modular layout and visual rules starting from the DEM template, that scale across the entire campaign
Consistency and scalability
Design reusable components adaptable to email, landing, website, and social formats
© 2025 Sally Viganò
© 2025 Sally Viganò
Thanks for watching
© 2025 Sally Viganò
Thanks for watching
© 2025 Sally Viganò
Teaser (generic) —> introduced the Black Friday event and built anticipation.
A progressive DEM flow designed for conversion
A progressive DEM flow designed for conversion
This sequence guided users from awareness to action, consistently surfacing the most relevant message at the right moment, based on their product interest and past interactions.
This sequence guided users from awareness to action, consistently surfacing the most relevant message at the right moment, based on their product interest and past interactions.
To ensure a smooth user journey and maximise conversions, the DEM flow was structured around brumbrum’s two core offerings - Used cars and Renting - while keeping a generic path for broader audiences and previous leads.
The campaign followed a progressive disclosure logic:
To ensure a smooth user journey and maximise conversions, the DEM flow was structured around brumbrum’s two core offerings - Used cars and Renting - while keeping a generic path for broader audiences and previous leads.
The campaign followed a progressive disclosure logic:
Reminder (Used + Renting) —> reinforced urgency by showing updated inventory and specific offers.
Teaser (generic) —> introduced the Black Friday event and built anticipation.
Last Call (generic + Used + Renting) —> closed the loop with a clear “final chance” conversion push.
Last Call (generic + Used + Renting) —> closed the loop with a clear “final chance” conversion push.
Reminder (Used + Renting) —> reinforced urgency by showing updated inventory and specific offers.
From template to system
From template to system
To ensure consistency and scalability across all touchpoints, I built a modular layout system starting from the DEM template.
Every component - buttons, car cards, promotional blocks, category tags, and coupon sections - was structured using a clear spacing and alignment logic.
By defining a set of spacing tokens (paddings, margins, and vertical rhythm), the campaign gained a predictable structure that made each asset easy to assemble, reuse, and adapt.
To ensure consistency and scalability across all touchpoints, I built a modular layout system starting from the DEM template.
Every component - buttons, car cards, promotional blocks, category tags, and coupon sections - was structured using a clear spacing and alignment logic.
By defining a set of spacing tokens (paddings, margins, and vertical rhythm), the campaign gained a predictable structure that made each asset easy to assemble, reuse, and adapt.
This modular approach allowed the visual system to scale without losing clarity, ensuring every email, banner, and promotion followed the same design language while remaining flexible for different content needs.
This modular approach allowed the visual system to scale without losing clarity, ensuring every email, banner, and promotion followed the same design language while remaining flexible for different content needs.
The carboxes: a flexible component across touchpoints
The carboxes: a flexible component across touchpoints
Carboxes were the core component of the campaign’s modular system.
The design system included two versions of the carbox component, each tailored to its context:
Carboxes were the core component of the campaign’s modular system.
The design system included two versions of the carbox component, each tailored to its context:
To make the component work inside email constraints, we had to account for the inconsistencies of email HTML rendering. Each provider (Gmail, Outlook, Apple Mail) handled spacing, images, and layout differently, so the carbox had to be designed in a way that remained visually coherent everywhere.
To make the component work inside email constraints, we had to account for the inconsistencies of email HTML rendering. Each provider (Gmail, Outlook, Apple Mail) handled spacing, images, and layout differently, so the carbox had to be designed in a way that remained visually coherent everywhere.
DEM Carbox —> Slim & Essential
Designed to be lightweight and immediately scannable, showing only the key information needed to drive clicks within strict email constraints.
DEM Carbox —> Slim & Essential
Designed to be lightweight and immediately scannable, showing only the key information needed to drive clicks within strict email constraints.
Website Carbox —> Detailed & Comparative
An expanded version with full specs, pricing details, and interactions, supporting product comparison and deeper user engagement on-site.
Website Carbox —> Detailed & Comparative
An expanded version with full specs, pricing details, and interactions, supporting product comparison and deeper user engagement on-site.