RAW Nutrition Black Friday / Cyber Monday 2025

A high-energy digital campaign system created to unite promotional offers, product deals, apparel launches and major giveaways across RAW Nutrition’s e-commerce and social channels.

Brand: RAW Nutrition
Category: E-Commerce · Digital Campaign · Seasonal Promotion
Role: Art Direction, Concept Direction, Label Design
Services: Campaign Identity, Art Direction, Graphic Design
Year: 2025

OVERVIEW

RAW Nutrition’s 2025 Black Friday/Cyber Monday campaign brought together a wide range of promotional messages, including sitewide discounts, individual product offers, an apparel release and high-value giveaways.

I developed the campaign’s visual identity, selected the primary display typefaces and created the core graphic language used throughout the promotion. I then extended the system across social media, responsive web banners and supporting email creative, maintaining a cohesive experience throughout the campaign rollout.

THE CHALLENGE

The campaign needed to unify a large volume of overlapping offers, including sitewide discounts, individual product promotions, an apparel release and high-value giveaways, without allowing the experience to feel fragmented or visually overwhelming.

Each message also needed to work across desktop and mobile web banners, social feed posts, vertical stories, email graphics and rapidly changing promotional timelines.

The challenge was to build a flexible visual system that could accommodate different products, discount structures and message priorities while remaining immediately recognizable as one Black Friday and Cyber Monday campaign.

MY ROLE

  • Developed the core Black Friday and Cyber Monday visual direction and selected the campaign’s primary display typography
  • Built a modular graphic system using textured black, white and RAW’s signature red-orange
  • Art directed and produced the promotional product-box photoshoot, defining the product selection, physical arrangement and source composition
  • Retouched and manually composited the source photography into final seasonal campaign assets, including lighting, color treatment and atmospheric effects
  • Designed the promotional messaging, typography and information hierarchy
  • Created responsive desktop and mobile web banners alongside social and e-commerce creative
  • Extended the campaign identity across product discounts, apparel releases, giveaways and supporting email graphics
  • Maintained visual consistency across rapidly changing offers, formats and launch requirements

From Studio Capture to Final Campaign Asset

I art directed and produced the promotional box photoshoot, determining the product selection, arrangement and composition needed to support the campaign’s major giveaway messaging.

Starting with the clean studio photography, I manually isolated and retouched the products, reconstructed the composition and integrated the box into a seasonal environment. I then completed the final asset with color grading, atmospheric effects, campaign typography, promotional hierarchy and required legal information.

The result transformed a straightforward product photograph into a high-impact Thanksgiving promotion that felt fully connected to the broader Black Friday and Cyber Monday campaign.

Created through original photography, art direction and manual image compositing. No generative AI was used.

Source Image

Plain studio composition

Final Campaign Asset

Finished Thanksgiving Promotional Image

DESIGN APPROACH

The campaign identity used gritty black textures, distressed brush typography, oversized condensed type and RAW’s signature red-orange to create urgency and visual impact.

The expressive brush lettering gave the campaign a recognizable voice, while the condensed supporting type allowed discount amounts, product information and legal messaging to remain direct and highly visible. Repeating textures, graphic marks and typographic treatments created a flexible visual toolkit that could accommodate both image-led giveaway creative and product-focused promotional assets.

The system was designed to be modular. Each execution could prioritize a different offer while still remaining immediately recognizable as part of the same Black Friday/Cyber Monday campaign.

CAMPAIGN ROLLOUT

The creative system extended across multiple promotional stages and content types:

  • Pre-launch campaign teasers
  • Desktop and mobile homepage banners
  • Sitewide and category-specific discount announcements
  • Individual product promotions
  • Apparel launch creative
  • High-value product giveaways
  • Truck giveaway promotion
  • Social feed and vertical story formats
  • Supporting email graphics

OUTCOME

The campaign established a cohesive, scalable visual identity across RAW Nutrition’s Black Friday and Cyber Monday promotions. The system supported rapidly changing offers, giveaways and product categories while maintaining consistent recognition, clear promotional hierarchy and an energetic brand presence across e-commerce, social media, email and seasonal promotional touchpoints.