Campaign Design & Visual Systems
The Challenge
Blis designs and delivers live omnichannel campaigns for major brands across mobile, desktop, CTV, and DOOH.
The challenge was creating campaign assets that consistently drove high engagement while remaining fast to launch, test, and iterate.
Existing campaigns lacked a clear feedback loop between creative decisions and performance data, meaning design choices weren’t always informed by real engagement signals.
My Approach
I treated campaign design as an iterative product system rather than one-off creative execution.
- Audited 300+ omnichannel campaigns across AU and NZ to identify engagement patterns and performance trends
- Translated campaign metrics (CTR, dwell time, drop-off points) into design hypotheses
E.g. Simplifying layouts, adjusting hierarchy, introducing motion to capture attention
- Designed rapid iteration cycles where creatives were refined based on live campaign performance
- Collaborated closely with marketing and strategy teams to align visual execution with brand voice while maintaining usability and clarity
This approach allowed creative decisions to be tested, measured, and refined in real time.
The System
Rather than designing individual ads in isolation, I developed a repeatable creative system optimised for performance.
Design Performance Loop
- Launch creative → measure engagement → refine design → redeploy
- Performance insights directly informed layout, animation, and interaction decisions
Creative Execution Framework
- Clear hierarchy for fast message comprehension
- Motion used strategically for attention capture, not decoration
- Modular layouts that scaled across multiple formats and platforms
Cross-Platform Consistency
- Adapted designs to perform effectively across mobile, desktop, CTV, and DOOH
- Ensured brand consistency while respecting platform-specific constraints
This system enabled faster iteration while maintaining creative quality and performance.
Outcome
Portfolio Showcase
