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Campaign · Visual ID · Illustration

Salinas Black Friday Campaign

Client
Salinas Resorts (Maragogi & Maceió)
Role
Art Director, UX/UI Designer, Illustrator
Summary
Art direction, visual identity, illustration, and landing page design for the Salinas Resorts Black Friday 2018 campaign. The goal was to break sales records with a campaign that mixed resort photography and hand-drawn illustrations with the dark visual language of Black Friday. The result was US$6,000,000 in sales within 24 hours, a 57% increase over the previous year.
Salinas Black Friday — Art Direction, UI/UX Design, Illustration. Two Black Friday logos: Salinas Maragogi (yellow and black with sun and phone illustration) and Salinas Maceió (teal and black). Overview, goal, challenge, solution, and results text on a dark background with underwater beach photography.

Problem

Salinas Resorts wanted to break its own Black Friday sales record with a digital campaign that showcased the resorts and promoted their best prices of the year. The scope covered the full creative direction, including visual identity, illustrations, videos, advertising assets, and the UX/UI for the promotional landing pages.

Solution

The campaign combined vibrant resort photography and tropical beach footage with organic illustrations and the traditional black aesthetic associated with Black Friday promotions. The visual identity was designed to feel unique, colorful, and energetic while reinforcing the premium and paradisiacal atmosphere of the resorts.

The UX/UI of the landing pages focused on creating a visually immersive and conversion-oriented experience, highlighting promotional offers, resort experiences, and booking opportunities in a clear and engaging way. The project included art direction, motion content, advertising materials, and responsive landing pages aligned with the campaign identity.

Results

The campaign generated approximately US$6 million in sales within 24 hours, a 57% increase over the previous year.

Animated visual identity — Black Friday logo animation for Salinas Resorts, showing the hand-illustrated characters and typography coming to life against resort photography. Digital Advertising — four Facebook ad mockups for Salinas Maragogi and Salinas Maceió: kayaking activity, pool photography, and a Stories format '5 Motivos' (5 Reasons) for Salinas Maceió with illustrated badge and underwater photography. Illustrations — custom hand-drawn characters and organic illustration elements created for the Black Friday campaign, combining tropical and ocean motifs with the bold Black Friday visual language. UI Landing Page — Salinas Maragogi Black Friday: dark hero with campaign logo and 'Só hoje — diária casal a partir de R$ 789' offer, date-picker booking form, yellow benefit icons (crianças grátis, tudo incluso, menor preço do ano, pague só a primeira diária, cancelamento grátis), 'Reservar Agora' CTA, chat support, photo gallery, and footer. Animated landing page — scroll and interaction animation for the Salinas Black Friday landing page, showing the booking form, benefit icons, and photo gallery in motion. UI Landing Page — Salinas Maceió Black Friday: teal-branded dark hero with campaign logo and 'Só hoje — diária casal a partir de R$ 589' offer, same booking form structure and benefit icons in teal, 'Reservar Agora' CTA, chat and phone support, and photo gallery. Campaign details — additional advertising formats and visual ID applications across digital touchpoints for both Salinas Maragogi and Salinas Maceió properties. Closing slide — salinas.com.br/pt/maragogi/blackfriday and salinas.com.br/pt/maceio/blackfriday — Thanks for watching! — irvingsuna.com — black background with yellow and teal wave illustrations.

Want to learn more about this project?
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