Lodgify: Black Friday 2024

Lodgify's paid ads design system is a well-oiled machine developed on Figma

and built on the pillars of components, tons of different languages and sizes

(and little to no time), so they all follow a rule of thumb and very similar visuals

in order to meet deadlines and ensure being cohesive.


When I joined, I was able to seamlessly integrate into the process of developing

the Summer Sale for July. After that, when Black Friday came around in September,

I expected the same process to reboot. But this time they expected a surprise factor

and that was my personal mission!

I always love a challenge, so I decided was the moment to try a bold move, since paid ads were the assets where most far-from-brandbook elements were allowed in the name of testing and engaging. So I introduced 3D elements to the play.

This was my first proposal:

This proposal was presented among other more toned down ones, and it was the first to be discarded. Yet the team kept going back to it for how shiny and appealing it looked, but it didn’t convince them. I listened, took notes and went back to the drawing board.

After several rounds of collaboration and refinement, the final design drifted a bit from the original concept, with key adjustments made along the way.

The process was a great opportunity to work through different perspectives and refine the details to ensure the design was as impactful as possible, following what the strategy and brand team believed was a middle ground between risky and loyal to the brand.

While the final result after several rounds of edits didn’t quite align with my personal vision, I see this as a valuable learning opportunity.

The process helped me refine my design thinking and adapt to new feedback, ultimately expanding my skill set.


I believe it has strengthened my design process, enhanced my ability to adapt, and reminded me that for every project, even when things don't go exactly as planned, there is an opportunity to grow.