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.

The primary goal was to standardize the look and feel of promotions across a wide range of use cases and markets, while also improving efficiency for briefing and production. To support this, I designed a set of flexible digital and print templates that could be easily adapted across channels. Digital promotions were developed in six languages, and retail assets were designed in fourteen languages to support stores across the region. All translations were integrated directly into the creative process and managed within the project scope.

In addition to the examples shown here, the project included building master Illustrator templates with 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