Black Friday Blowout

Black Friday is Wayfair’s largest shopping weekend—and in one campaign, I was tasked with designing a global, multi-channel system built to stand out under intense performance pressure. I developed a bold, disruptive design system (with purple spotlights to accent headlines and SKUs) that felt premium yet rooted in brand identity, and coordinated it across on-site, international markets, and marketing channels. The campaign outperformed the prior year by 36 % in gross revenue, hit 95 % of our aggressive 2019 forecast, and was praised by leadership as “disruptive yet on-brand”—the sort of look-and-feel they’ve asked to be reused year over year.