While at Gousto, I art directed and led the design of a rolling programme of seasonal campaigns, each built on a single emotional idea and stretched across every customer touchpoint. Together, these campaigns formed the creative backbone of Gousto's customer communications during a period of rapid commercial growth. By shifting brand storytelling from product-led to lifestyle-driven communication, the work helped increase NPS to close to 70 and contributed to a sector-leading customer retention rate of 58.6%.

Savour the Summer was Gousto's first fully joined-up 360º seasonal campaign, built around the nostalgia of summer food: al fresco dining, barbecue smoke, ice-cold drinks. I developed a bold visual world drawn from 80s and 90s throwback culture, British seaside colour and neon palettes, setting a foundational template for how Gousto would approach seasonal storytelling across every channel.

Sun-Sational took a summer reactivation brief and turned it into Gousto's most successful lapsed customer campaign at the time, achieving a 26% reactivation rate. Art directed around dappled outdoor light, vibrant colour stories and shared plates, the campaign made Gousto feel like the easiest route to lighter, fresher and more social seasonal eating.

Festive Get-Together launched Gousto's seasonal gifting proposition, positioning the Festive Get-Together Box not as a Christmas meal solution but as a warm reason to gather. Drawing from hygge for the photoshoot direction, the campaign balanced brand consistency with seasonal distinction, stretching the new brand guidelines just enough to give the work its own festive character.

Fine Dine In launched Gousto's premium product range with its own elevated identity within the wider brand ecosystem. Dark backgrounds, metallic accents and Michelin-star plating references shifted the range into a more luxurious space. The launch was commercially successful and set a precedent for premium recipe-box ranges later adopted by competitors across the category.

Cook on the Bright Side was the first Gousto campaign to consciously push beyond the rebrand's set guidelines, injecting vivid seasonal hues into a normally grey British January. Colour-coded across a tabbed editorial magazine, the campaign made six distinct product propositions feel cohesive, warm and conversational, becoming a standout piece of the unboxing experience.

Chop and Change targeted lapsed customer win-back and in-box retention through an editorial-style direct mail magazine. Drawing from athletic brand graphics and a clean January reset mood, the campaign used a speech-bubble motif to make tips and content feel like insider knowledge, serving both acquisition and retention goals in a single execution.

Taste of Gousto took the brand off-screen and onto the street, creating a single-meal mini box for a commuter-hours random act of kindness campaign combining on-street sampling with a social media contest. The box became a heavily branded centrepiece in its own right: colour-blocked sides, the brand pattern bleeding across box flaps, and customised ingredient labelling paired with a contrasting recipe card. It was a rare opportunity to test a single-meal box concept while driving genuine brand awareness beyond the existing customer base.

Just Add Gousto was a Valentine's Day campaign built around retention, basket size and social engagement. Rather than leaning into the predictable reds and pinks of the holiday, I found a more unexpected visual territory in the sweetness and indulgence of desserts: rich, decadent tones paired with a handwritten display font and an XOXO pattern nodding to handwritten love notes. A content strand presented food as partners through stop-motion animations and a viral comedic advice video, giving the campaign a social life well beyond its paid media.

The Great Gousto Food Fest tackled a pre-summer order slump by reframing Gousto as a celebration of the best in British food culture. Taking structural cues from music festival posters, I hand-drew the logo as a nod to 1970s poster-making craft, pairing it with a palette that bridged spring freshness and summer vibrancy. Photoshoot direction anchored the campaign in picnics and outdoor eating, keeping the food front and centre while the visual world did the work of making Gousto feel like an event worth being part of.

Across nine campaigns, the work built a seasonal creative system that gave Gousto a consistent way to show up distinctively at every key moment in the year, raising the bar for 360º campaign thinking in the recipe-box category.