Case Study : Foot Locker Europe Promotional Toolkit

The creative content team at Foot Locker Europe engaged me to develop a Promotional Toolkit that would establish clear design guidelines for promotional materials across both digital and in-store touchpoints throughout Europe.

Coordination was at the center of the brief: the primary goal was to standardize the look and feel of promotions across several regions while also improving efficiency for briefing and production. The challenge wasn’t just visual, it was systemic. The Toolkit needed to work across a wide range of use cases while also reducing errors in the related workflow.

To support this, I designed a set of flexible digital and print templates built for adaptability: digital promotions were localized in six languages, and retail assets into fourteen to support stores across the region. All translations were integrated directly into the creative process rather than treated as an afterthought.

The deepest work happened in the file architecture: I built out master Illustrator templates using linked assets, allowing a single source file to update 30+ digital deliverables simultaneously. This system significantly streamlined production, reduced room for error, and made it easier for the internal team to scale promotions quickly and consistently across markets.

Designer: Madeline Kelly
Client: Foot Locker Europe Creative Content Team