John Lewis
Part of my role at adam&eveDDB involved leading digital design for John Lewis. I oversaw the creative development and delivery of work across a wide range of campaigns and was responsible for maintaining the visual and creative standards of the brand across various digital platforms.
Role: Digital Design Lead
Never Knowingly Undersold
‘Never Knowingly Undersold’ is one of the longest running pledges of John Lewis, positioned as a guarantee of fair pricing and trust. This campaign — delivered across digital banners and DOOH formats — embraced a distinctly minimalist look. Each execution centered on a single hero product set against a neutral backdrop, allowing the piece to stand out.
As well as designing the layouts and working closely with the developers to bring these executions to life, I also attended the product photoshoot to ensure the final assets were suitable for digital use.
In single-product formats, the creative used a subtle sense of movement and depth: a close-cropped detail of the product appears prominently in the foreground, while the full product begins blurred in the background before moving forward into sharp focus.
For multi-product executions, carousel formats were used within banners to present a good, better, best range. This approach highlighted different price points and options, making the campaign relevant to a broader spectrum of customers while maintaining the same clean, product-led visual style.
After the John Lewis rebrand in 2019, the layouts were updated to align with the refreshed look and feel, and I animated and delivered multiple DOOH placements showcasing new products.
EHT Automation
As part of an automation initiative, I created a suite of master templates and established clear guidelines for developing banners promoting John Lewis’s Electrical & Home Technology (EHT) range. Built on a structured grid system, the designs define dedicated zones for text and imagery, enabling multiple product visuals to be revealed dynamically as the grid lines transition.
Seasonal
Alongside the annual Christmas advert, product-led creative forms a key part of each festive campaign. This includes the creation of multiple banner, social and DOOH formats, showcasing a range of products from leading brands available at John Lewis.
Having overseen the layout and animation of each social video, I worked closely with the developer to translate these creative executions into banner formats. Elements such as the gold sparkle effects used within the titles were adapted from more complex social animations into simpler versions that retained the same premium feel while meeting smaller file size restrictions.
And of course, the Sale campaigns became a recognisable part of the John Lewis visual identity. The designs often showed bold blocks of colour with large typography, and in this instance, cutout product imagery to create immediate visual impact while still retaining a premium feel.
