Lee Stafford - Christmas 2022 Campaign
Christmas in shades of pink
The Project
Christmas looks a little different through the Lee Stafford brand. Rather than moving into traditional festive colours and styling, the campaign needed to feel recognisably Christmas while staying firmly within Lee Stafford’s bold, playful visual world.
I developed the campaign concept and creative direction, which was then rolled out with the wider design team across the Christmas digital campaign.
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Creative Direction · Campaign Concept
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Leilani Hayward, Emma Wade
The concept
The idea takes familiar Christmas iconography and filters it through the Lee Stafford identity.
Wrapping paper, gift tags and Christmas jumper patterns provided the starting point, but were redrawn and distorted using the brand’s graphic language, colour and attitude. Familiar festive shapes become bolder, less polished and unapologetically pink.
It gave the campaign an immediate Christmas cue without stepping outside the existing brand to do it, creating something seasonal that still felt unmistakably Lee Stafford.
