The EE Christmas campaign aimed to attract new customers during the festive period. A key challenge was creating a visual identity that felt distinctive and contemporary, while deliberately avoiding traditional holiday clichés.

We developed a snowflake motif as a core visual device, using it as a grounding symbol to frame and highlight the product. By reinterpreting the snowflake in a more graphic, less literal way, the campaign avoided conventional festive tropes while remaining seasonally relevant.

As Lead Senior Designer, I was responsible for defining the overall visual direction and designing campaign assets across multiple channels.