Design for
a global holiday
Created a seasonal visual system that balanced global scalability with local relevance.
Context
While the campaign targeted a global audience, holiday traditions varied significantly across regions. The campaign also needed to work across regions where Christmas is not universally celebrated.
The goal was to create a visual direction that felt festive while remaining recognizable and scalable across multiple marketing touchpoints.
Role
Visual design
Stakeholder collaboration
Moodboard→ Visual Exploration → Final Design → Validation
Creative Exploration
To explore how the campaign could feel both seasonal and unmistakably McAfee, I developed several visual directions while working within the existing brand guidelines.
Direction A
Cozy, bright, and secure (Warm engage tone)
Focused on emotional storytelling through lifestyle photography, creating a warm and reassuring holiday atmosphere while reinforcing trust.
Direction B
Make your list and check it twice (Bold & Energetic)
Used product-focused imagery with festive props to create a stronger retail presence while keeping the campaign energetic and promotional.
Final Design
User testing showed stronger engagement with the product-focused concept. The selected direction balanced seasonal storytelling with a cleaner visual hierarchy, making it easier to scale across email, web, and promotional assets.
Campaign in Action
Outcome
The campaign scaled across multiple marketing touchpoints and contributed to a 135% YoY increase in revenue, demonstrating how a consistent seasonal visual system could support both brand recognition and business performance.