Jennifer Davies
Digital Brand Designer
2026
App Download Campaign Concept
mamas & papas
Email, Web and PPC Digital Task
My Role: Senior Designer, Concept and Visual Lead
Impact: Demonstrates my approach to translating a live commercial brief into a cohesive, benefit-led campaign concept under interview task conditions.
As part of an interview design task, I was asked to creatively and strategically elevate an existing app promotion campaign across email, PPC and homepage placements. The brief required a clearer articulation of benefits over features, while remaining aligned with Mamas & Papas’ warm, expert-led brand tone.
I repositioned the app from a functional shopping tool to a source of reassurance and support, framing it as a calm companion for early parenthood rather than simply a transactional platform.
Creative Direction
The core message centred on emotional reassurance and practical convenience. I used soft lifestyle imagery of a baby taking its first steps as a metaphor for guidance and confidence, reinforcing the idea of supported beginnings.
The visual system balanced warmth and clarity through:
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Calm, neutral colour palettes
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Clear typographic hierarchy
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Strong contrast for accessibility
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Benefit-led headlines with concise supporting copy
Each asset was designed to reduce cognitive load while maintaining commercial clarity.
Email Design
I developed a full promotional email rather than a newsletter insert to communicate the depth of the app experience properly.
The layout was structured for mobile-first behaviour, using modular content blocks that allowed users to scan easily. Benefit sections were clearly segmented, moving from emotional reassurance to practical functionality.
To build credibility, I incorporated app store testimonials as social proof, reinforcing trust at a critical decision point. The overall structure guides the reader from awareness to reassurance to download intent.
Homepage Banners
Homepage banner concepts were treated as high-impact awareness placements.
I explored both lifestyle-led and app-interface-led variations, ensuring the message remained instantly digestible. Hierarchy was carefully considered so that the headline, supporting benefit and call to action were readable within seconds.
The objective was immediate clarity without visual clutter, allowing the campaign to integrate seamlessly into the existing homepage environment.
PPC – Static and Animated
PPC executions were designed for clarity at small scale.
For static placements, I prioritised short, benefit-led headlines and strong visual contrast to ensure legibility across formats.
For animated banners, I storyboarded a four-frame sequence:
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Emotional reassurance
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Expert support
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Effortless shopping
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Clear download call to action
The pacing was intentionally calm to align with the brand tone while improving message retention. The first frame was designed to function independently as a static unit where animation was not supported.
The Outcome
The final concept presents a unified, cross-channel campaign aligned with both brand personality and user need. It demonstrates my ability to respond to a live commercial brief, develop a cohesive creative system across multiple digital touchpoints and articulate clear strategic rationale in a stakeholder presentation setting.