SS25 Campaign System
— River Island

OVERVIEW

I led the development of a self-directed, style-led SS25 campaign system for River Island, translating the ‘Destination: Heat’ concept into a considered digital framework for consistent rollout across landing pages, campaign assets and supporting touchpoints.

The concept explores how River Island could evolve a more editorial, style-led approach while maintaining clarity across digital channels.

ROLE

Brand & Campaign Designer

CREDITS

 Imagery — River Island

— 2025

Core Visual Direction

I built the visual direction around editorial boldness, sun-drenched textures and playful nostalgia, shaping a campaign that reflects the River Island woman’s surroundings, from tailored city sets to carefree beachwear.

Campaign System

I designed a flexible campaign system that translates the visual direction across digital touchpoints, from homepage to mobile-first experiences. Combining bold editorial imagery with a structured layout framework, the system ensures consistency and clarity.

I applied the system across landing page, email and social, creating a cohesive journey. The email was designed for desktop and mobile with a clear call-to-action driving engagement, while social content flexes across formats with a consistent identity anchored by #DestinationHeat.

Let’s create your next campaign

Campaign systems for fashion and e-commerce, built for clarity, consistency and performance.