Welcome series

I was the lead creative for City Beach’s welcome series and retention campaign, designing and implementing the full creative identity across email, paid social and in store assets. My goal was to capture City Beach’s young audience through a bold, energetic look and feel that stayed true to the brand. The refreshed welcome series and new email journeys expanded the database from 1.4 million to 1.5 million, delivered +105% YoY growth and increased active customers by +38% with a 36% retention rate. This work later extended into physical store signage, including digital screens and refreshed shopping bag designs.