Rothy’s: Friends & Family Campaign

Rothy’s transforms sustainable materials into high-quality footwear and accessories. As a Graphic Designer, I developed the visual identity for the Friends & Family Event, ensuring a high-impact, consistent experience across all digital and print channels.

Problem: For a weeklong 25% off event, we needed a distinct visual identity that felt like Rothy’s but stood out enough to drive urgent action. The system had to be fully scalable, working everywhere from a tiny mobile ad to a physical print mailer.

Solution: I designed a custom type lockup that served as the event's visual identity. This allowed us to maintain total UI consistency across the homepage, emails, social media, and paid ads. When the campaign was extended due to high performance, I quickly developed a secondary "Extended" lockup to pivot the messaging while keeping the visual system intact.

Impact: The campaign was a success, exceeding all internal benchmarks:

Total Sales: $17.6 million ($5.2M over projection)
Total Orders: 110,355 (23% over projected volume)