Meta Ramadan Campaign & Toolkit

The challenge was creating an authentic Ramadan campaign aligned with the Discovery Commerce Campaign. We needed to incorporate colourful backgrounds, still-life photography, and the four quadrants from the DisCo Campaign, but this alone didn’t capture the cultural essence of Ramadan.

To enhance the campaign, I developed an Islamic mosaic pattern system that reflected Ramadan through casting, wardrobe, and product choices. These mosaic patterns begin with simple shapes, like circles or squares, which reveal diverse designs when duplicated and filled with colour. This approach visually represents the theme of “discovery,” linking Ramadan with Discovery Commerce.

The mosaic pattern was essential to our modular design system, allowing for interchangeable models, products, text, and colours. This flexibility enabled each market to use culturally relevant talent that resonates with their audience, creating a strong template format supported by a comprehensive toolkit.

In my role, I collaborated with the EMEA Creative Director and Head of Creative, directing the creative agency to produce a wide range of assets. I developed and designed a toolkit for other markets, the Ramadan marketing guide that was the hero piece; the landing page created digital assets and oversaw photo retouching to ensure consistency with the design system.