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Overview
The Biggest Sale is Yarnspirations' annual tentpole sales event, bringing together multiple brands under a month-long promotional campaign. For 2026, the theme was Under the Sea, creating a narrative across touchpoints and transforming a major sales event into a memorable branded experience.
The campaign built on the foundation established by the inaugural Biggest Sale in 2025. Insights from the first year informed both strategy and creative for 2026.
Role: Graphic designer, content creator
Art Director: Mel Pardilla
Creative Director: Suzanne Theurig
Art Director: Mel Pardilla
Creative Director: Suzanne Theurig
Strategy
The campaign was designed to sustain momentum across five weeks, balancing discovery and urgency. Teasers and curated bundles were strategically sequenced throughout the month to keep the sale feeling fresh. Messaging emphasized both the scale of the event and the evolving offers, ensuring customers had a reason to return each week for new deals.
In addition to supporting sales, the campaign also needed to create a recognizable event that customers could be excited for every year. We brought back the Adventurer mascot from the previous year's space-themed campaign, leveraging familiarity while introducing a fresh setting to create a memorable experience.
Visual Direction
I worked with the Art Director to bring the Under the Sea concept to reality.
While the setting shifted from outer space to a nautical scene, the familiar Adventurer provided a consistent anchor that connected the campaign to the Biggest Sale series. The sale will be able to expand the story every year while maintaining a playful, recognizable identity.
Animated elements brought the campaign to life across digital channels, while a unified design system ensured consistency across a high volume of assets.
Consumer Experiences
The campaign replaced standard lifecycle experiences with ocean-themed assets and copy to maintain delight and consistency during the sale's site takeover.
“Find the Diver” was an interactive site challenge that encouraged users to download patterns to search for a prize, adding playful, fun discovery to increase engagement.
Copywriters: Leah Birnham, myself
Campaign Assets
A weekly rotating set of campaign assets spanning email, organic social, and paid media supported product highlights and promotional moments.
Short - Under the Sea 1.mp4Short - Under the Sea 3.mp4Impact
Exceeded profit and inventory expectations, contributing to a record-breaking sales event.
Contributed to one of Yarnspirations' highest-performing promotional campaigns with multiple internal performance benchmarks surpassed.
Supported a cohesive creative system that strengthened recognition of the campaign as a recurring annual event.
Received positive consumer feedback for the return of the Adventurer mascot, reinforcing familiarity and engagement across the customer journey.
Delivered a cohesive cross-channel experience that helped unify multiple brands under a single promotional story.
Learnings
Promotional campaigns still benefit from storytelling. Even when the primary objective is sales, a narrative creates a memorable experience and differentiates the campaign from routine sales.
Maintaining a unified experience across channels builds recognition, then trust during large promotional events.
Creative systems are for scaling. A clear visual language made it easier to maintain consistency over high volumes.
Effective promotional design balances immediate conversion goals with long-term brand building.
Finally, execution planning is its own design challenge for tentpole campaigns!
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