1 /
Goal
Design a campaign that increases engagement and drives product sales within a competitive e-commerce environment.
William Lawson's Campaign
A product-led campaign using collectible cards to drive sales and engagement.
This project involved designing a gamified campaign for William Lawson's that blends product promotion with interactive brand engagement. The campaign introduces a collectible, card-based system inspired by familiar social gameplay formats, transforming a standard purchase into a playful, shareable experience. Designed to work across packaging, e-commerce, and digital media, the system balances strong visual expression with scalability and production constraints, while aligning with the brand's bold and unconventional "No Rules" identity.
- Role
- Graphic Designer
- Focus
- Campaign design, visual systems, e-commerce, cross-platform consistency
- Toolkit
- Adobe Photoshop, Illustrator, After Effects
2 /
Challenge
The campaign needed to balance strong visual expression with usability and scalability, while working across digital, retail, and physical formats. It also required aligning with William Lawson's playful "No Rules" brand tone, while remaining clear, accessible, and production-ready.
3 /
Outcome
Developed a gamified campaign centred around a collectible, UNO-inspired card system that encouraged repeat engagement and social interaction. Delivered a scalable visual system applied across packaging, e-commerce, and paid media, contributing to strong organic engagement and high campaign reach.
4 /
Impact
11M+ views
1M+ likes
14,000+ user interactions
Strong organic engagement driven by social sharing
The campaign successfully increased visibility while encouraging repeat interaction through collectibility.
5 /
