For our AW23 Sale at Lazy Oaf, I crafted a visual identity inspired by the concept of being ‘over’ sales. During the holiday season we are all bombarded by seemingly never-ending SALE messaging, so we wanted ours to feel distinctive and slightly satirical, with a looping ‘eyeroll’ as our hero imagery for the entirety of the campaign.

Spread across 4 weeks, the identity evolved as we went deeper into our markdowns, introducing new colours and motifs to keep the graphics feeling fresh and invigorating.