THE VISION

To pivot away from the saturated 'Black Friday' trope, Freeletics established 'Fit Friday'—a brand-aligned alternative to the traditional annual sales event. My objective was to translate this concept into a high-impact visual identity capable of driving the year’s largest revenue window.

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MY ROLE AS AD

I defined the visual language for this global campaign across all digital acquisition and retention channels. I developed a cohesive visual system for UA, CRM, and Social Media, ensuring brand consistency while maximizing conversion during a high-competition retail period. I designed both static and motion-based assets, balancing the urgency of a sales event with the premium aesthetic of the Freeletics ecosystem. The identity was engineered to scale across diverse platforms, contributing to the most successful revenue-generating campaign.​