KaDeWe / Promotional Design System
The Challenge
Sale campaigns at KaDeWe move fast and have to scale across every channel at once — without ever looking like a discount retailer. The risk was clear: chase price and lose the luxury cue, or protect the brand and lose the urgency that actually drives sales.
The Approach
Rather than designing for a sales funnel, I built the system around the customer journey — specifically along the Awareness, Consideration and Purchase stages, where the purchase decision actually gets made. The system had to do two things at once: hold a lucrative, premium brand image, and communicate an attractive price point clearly enough to convert.
The Scope
I owned creative strategy across the full channel mix, with Paid Social & Performance Ads making up roughly 50% of the scope, alongside organic social, newsletter, website, OOH, and in-store. To keep production fast and cost-efficient without new shoots, I repurposed existing photo material within copyright constraints — building a system flexible enough to turn around new campaign phases quickly.
- ~50%Paid Social & Performance Ads
- ~50%Organic Social, Newsletter, Website, OOH & In-Store
The Result
The campaign drove an 11% revenue lift in one sales season.
