This project merged the energy of the 2022 World Cup with the strategic goals of Johnson & Johnson’s Black Friday.
The "Care Friday" campaign was designed as an internal gamification experience, where sales goals were treated as a championship. My objective was to create compelling visual touchpoints that boosted employee engagement and, ultimately, drove sales performance.
The "Care Friday" campaign was designed as an internal gamification experience, where sales goals were treated as a championship. My objective was to create compelling visual touchpoints that boosted employee engagement and, ultimately, drove sales performance.
Design Execution
Custom emblems: a central part of my work was the creation of a visual identity for each "team." I designed a series of badges inspired by football crests, ensuring each one respected the institutional guidelines of the respective core brands: Listerine, E.C. Women's Health, Neostrata, Neutrogena, Tylenol and Johnson's Baby.
Specialized sales units: I also developed unique emblems for three other sales teams, ensuring they felt integrated into the campaign’s "one-team" philosophy.
Custom emblems: a central part of my work was the creation of a visual identity for each "team." I designed a series of badges inspired by football crests, ensuring each one respected the institutional guidelines of the respective core brands: Listerine, E.C. Women's Health, Neostrata, Neutrogena, Tylenol and Johnson's Baby.
Specialized sales units: I also developed unique emblems for three other sales teams, ensuring they felt integrated into the campaign’s "one-team" philosophy.
Below, you can see how these assets helped transform a standard sales period into a collective, motivated search for the trophy.
• Bringing the Campaign to the Office
To further immerse the team in the World Cup atmosphere, I translated the team emblems into large-format flags to decorate the J&J office. The goal was to maintain a high-energy environment and keep the 'Care Friday' goals top-of-mind for every employee. Check out the results of the office transformation at J&J Brazil below:
To further immerse the team in the World Cup atmosphere, I translated the team emblems into large-format flags to decorate the J&J office. The goal was to maintain a high-energy environment and keep the 'Care Friday' goals top-of-mind for every employee. Check out the results of the office transformation at J&J Brazil below:
To complete the immersive football experience within the J&J office, I also designed a large-scale stadium backdrop featuring the 'Care Friday' logo. This panel served as the centerpiece of the environment, creating the perfect 'stadium feel' for the team.
As a final touch to the campaign's visual ecosystem, I designed custom badge lanyards for all employees.
This was a particularly rewarding part of the project, as it allowed the 'Care Friday' identity to move with the team beyond the decorated spaces. These lanyards became a lasting symbol of the campaign, worn by employees throughout the tournament and even after its conclusion. Below, you can see the final design of this wearable asset.
This was a particularly rewarding part of the project, as it allowed the 'Care Friday' identity to move with the team beyond the decorated spaces. These lanyards became a lasting symbol of the campaign, worn by employees throughout the tournament and even after its conclusion. Below, you can see the final design of this wearable asset.
