Westend, one of Budapest’s premier malls (20 million annual visits, 400+ stores) suffered from an outdated website and generic campaigns. This lack of digital relevance was limiting audience growth and weakening the impact of seasonal promotions.

As lead graphic designer, I executed the visual identity of the client. I overhauled the site’s look and produced creative assets, hero banners, animations, campaign visuals for both the website and online marketing.

I opted for lifestyle imagery featuring young people using technology in the mall to appeal directly to the target demographic. Instead of using stale CTAs like “Shop Now,” I introduced punchy, youthful prompts to drive engagement. To manage the constant cycle of seasonal campaigns, I created a flexible visual framework that allowed rapid adaptation without losing brand consistency.

Coordinating with over fifty retail tenants was the toughest challenge. Gathering content and approvals in time for seasonal launches required strict pipelines. I addressed this by implementing a streamlined content brief and approval process, ensuring assets landed on time across CMS and ad channels, despite tight turnaround windows.

We hit or exceeded quarterly audience growth targets consistently. Internal data showed click‑through rates on refreshed creatives rose by 20–30%. The marketing team gained confidence, reducing campaign approval times and scaling seasonal efforts more quickly. My work realigned Westend’s digital brand with business goals, empowering tenants and improving the effectiveness of marketing investment.

Next time I’d lean more on proven visual frameworks from top-tier retail brands, rather than reinventing seasonal looks each time. Consistency plus strategic novelty improves brand cohesion and saves creative effort.

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