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Western Union Digital Campaign

Role: Senior Designer
Agency: CARAT
Client: Western Union
Category: Digital Advertising

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Overview

For Western Union, I designed a series of digital banner ads and display units intended to support promotional activity across web environments. The goal was to visually communicate service benefits and calls to action consistently while reinforcing Western Union’s recognizable brand identity.

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Design Challenge

The campaign required a visual system that could maintain clarity, brand cohesion, and impact across a wide variety of ad sizes and placements. Each format presented unique spatial and messaging constraints, making consistent hierarchy and legibility especially important.

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Approach & Visual System

I developed a modular visual framework tailored to Western Union’s bold brand language. Core parts of the approach included:

  • Establishing a clear typographic hierarchy so essential messaging remained legible across all formats

  • Building reusable graphic components that could be adapted quickly without sacrificing visual consistency

  • Applying consistent layout and spacing rules to retain uniformity across medium and large banners

  • Refining treatment of color, iconography, and supporting graphics to maintain cohesion with Western Union’s visual identity

This structured system enabled efficient adaptation across formats while reinforcing a coherent brand presence.

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Outcome

The campaign delivered a cohesive suite of digital assets that upheld Western Union’s visual identity and messaging across placements. This work exemplifies modular visual systems, production discipline, and scalable execution for high-volume digital advertising.

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Tools & Skills

Tools: Adobe Suite, Animation tool
Skills: Modular Visual Systems, Cross-Format Production, Brand-Driven Execution

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