Boots Christmas 2024: “Mrs Claus Werk Shop”
Boots’ 2024 festive campaign, inspired by the playful and empowering “Mrs Claus Werk Shop” advert, brought glitter, colour, and holiday spirit to life across every channel. Working at The Pharm, I helped evolve the concept into a fully realised visual world spanning OOH, digital, print, and in-store.
My Role
As a key designer on the campaign, I collaborated across creative and production teams to build a cohesive look and feel that amplified the TVC’s tone. My focus was on storytelling through design, highlighting hero products while aligning with the Boots brand refresh.
“Make Magic” Campaign Logo
I created the campaign’s signature “Make Magic” logo, a whimsical, festive mark initially developed for the iconic Boots bag. Recognising its potential beyond packaging, I championed its use as a campaign sign-off, ensuring consistency and festive flair across assets from in-store displays to national print.
The final design struck a balance between holiday joy and brand clarity: vibrant typography layered with subtle sparkle, paired with the classic Boots logo for instant recognition. It became a unifying thread throughout the Christmas market installation at Battersea Power Station and other key seasonal touchpoints.
Boots Christmas Market at Battersea Powerstation feating the "Make magic" logo
Final instore back design
Initial concepts for the "Make magic" logo, I usually try and get as many ideas out as possible leaving no stone unturned!
