JOEFRESH.COM, LOBLAW DIGITAL—

Affordable, effortless fashion for the whole family.

OPPORTUNITY

Joe Fresh, part of the Loblaw family, is known for delivering on-trend fashion at an affordable price point. With new products and promotions launching regularly, the e-commerce platform needed a flexible marketing design system to keep pace, while driving engagement and maintaining a consistent e-commerce experience. Key goals included improving CTR on promotional assets, boosting conversion on campaign pages, and reducing turnaround time for creative production.

SOLUTION

We focused on elevating the brand through bold, approachable design—experimenting with on- and off-model photography, refining typography, and building a flexible layout system for seasonal updates. A highlight was launching Joe Fresh’s first expanded digital holiday gift guide, supported by a full ad campaign and email strategy that helped drive engagement and boost sales.

IMPACT

The refreshed creative direction brought new energy to the platform, helping Joe Fresh stand out in a competitive retail space. Campaigns saw increased click-through and conversion rates, while faster asset production enabled the team to respond quickly to promotions. As demand and output grew, the design team expanded to support the increased creative volume, while setting a strong foundation for future campaigns and sustained growth.

A fresh take on holiday gifting.

The holiday gift guide was a collaborative effort across product, marketing, and design teams, bringing together strategy and creativity to deliver a cohesive, festive experience. The design featured bold use of JF orange, crisp white paper textures, and playful cut-out shapes, layered with subtle snow elements for a seasonal touch.

A mix of model photography on soft grey backgrounds and flat-lay clothing imagery showcased holiday outfit ideas for all ages. Built on a modular, grid-based layout, the guide made it easy to swap in daily deals, highlight fresh-picked styles, and provide accessible links to curated gift categories, making holiday shopping feel both inspiring and effortless.

Everyday style at your fingertips.

Ongoing promotional campaigns played a key role in keeping Joe Fresh top of mind—from seasonal sales and new collection launches to curated style moments. Each campaign struck a balance between consistency and creativity, combining flat-lay clothing imagery, bold typography, and on-model photography to tell a cohesive yet energetic brand story.

While staying true to core brand guidelines, the design team pushed visual boundaries to keep the creative feeling fresh and engaging. Larger moments, such as the launch of featured collections with Sophia Bush, introduced dynamic, shoppable pages that allowed customers to browse and buy with ease.

Visualizing style from above.

To bring more life and clarity to campaigns, we leaned into flat lay photography by capturing outfits from above in clean, styled scenes. This approach made it easier for customers to visualize how pieces could be worn together, creating a simple yet effective way to make shopping feel more inspiring and less overwhelming. The top-down format helped highlight details like texture, colour, and fit, all at a glance. 

For the design team, it also opened up room to experiment with lighting, props, and layout techniques, keeping things fresh while staying true to the brand’s approachable style.

Where design and strategy meet style.

The continued rollout of dynamic promotional campaigns and the launch of the expanded holiday gift guide elevated the Joe Fresh digital experience, making fashion more inspiring and accessible for shoppers year-round. By balancing brand consistency with fresh, creative expression, each campaign helped strengthen customer engagement and drive sales across key moments.

As the volume and pace of design output increased, the creative team expanded to support the growing demand, ensuring every touchpoint delivered a cohesive and compelling brand experience.

Interested in collaborating?

Let’s chat—hi@meglynch.com

© 2025 Meg Lynch
A random fact about me—I love puffins.