How I Expanded the Visual Brand Identity and made it rain money

While part of Simon’s internal brand studio, I art directed a number of social-first campaigns. A significant part of my role involved evolving the brand language for paid social media. One such campaign was Tax Free Weekend. These state-wide events often flew under the radar. My task was to quickly create a scrappy social-first campaign capitalizing on Tax Free Weekend.

To achieve this, I developed this playful and meme-like visual that expresses the feeling of savings. Designed to expand on existing brand guidelines and boldly stand out across social platforms.

The results surpassed expectations. The Tax Free Weekend campaign achieved an impressive 40 million impressions on paid social and exceeded the $4 benchmark, with an outstanding cost of just $1.62 per store visit.