Mauricio Rivas Design
Campaign
Blue Light Card - Black Friday
Blue Light Card's Black Friday campaign was live over four weeks, creating a unique creative challenge, how do you maintain engagement and urgency over an extended period without causing member fatigue?
Challenge
To design a flexible creative system that could evolve across multiple campaign phases while maintaining a consistent brand identity across all touchpoints.
Approach
I developed a phased visual system with deliberate variations in layout, colour and messaging to signal progression throughout the campaign. Each phase felt fresh while remaining unmistakably on brand. The system was rolled out across social media, EDMs, landing page, in-app messaging, push notifications and B2B communications — six channels, one cohesive creative vision.
Outcome
The phased approach successfully sustained engagement across the full campaign period, delivering a consistent brand experience across six channels while avoiding the creative fatigue typical of extended promotional campaigns. The campaign generated revenue higher than projected, a result driven by a combination of strong creative execution, compelling offers and effective channel strategy.
Blue Light Card - Woolworths partnership
This campaign promoted Blue Light Card member discounts through Woolworths eGift cards — balancing two distinct brand identities and navigating co-branding approval from one of Australia's largest retailers.
Challenge
To create a campaign that honoured both brand identities, simplified a complex saving mechanic visually and guided members clearly through the purchase process to maximise their savings with Everyday Extra.
ApproachI developed a unified visual system balancing both brand guidelines, gaining creative approval from Woolworths throughout the process. The campaign simplified a complex saving mechanic into clear visual communication, making the offer accessible and compelling across video, social media, a landing page and EDMs.
Outcome
The campaign drove higher member engagement by visually explaining how to save more, turning a complex mechanic into a clear and simplified message.
Van wrap design for Southern Cross Tours
Using visual storytelling to showcase the full range of tours while maintaining a strong and consistent brand presence.
Flexitol - Branding Concept
An in-house packaging concept exploring how design can reposition a brand for a more premium audience. The original packaging felt busy and visually cheap, disconnected from the aspirations of its target customer as reported in a focus group.
Approach
I developed a concept using metaphor-driven imagery to represent skin conditions more elegantly, shifting the visual language from purely medical to aspirational and refined.
