John Lewis
I designed a warm, family-focused welcome journey for John Lewis & Partners, combining hand-drawn illustrations with a clean digital design system in Figma. The campaign introduced new parents to the Family Life programme in a personal and engaging way.
Project: John Lewis & Partners — Family Life Welcome Journey
by Daniel James
Challenge
John Lewis & Partners wanted to create a targeted welcome journey for new parents joining their Family Life programme. The goal was to design a campaign that felt personal, warm, and engaging, while introducing parents to the benefits, products, and support available through the programme.
Approach
To establish a friendly and welcoming tone, I created bespoke, hand-drawn graphic illustrations in Adobe Illustrator and Photoshop. These illustrations added a personal touch, softening the digital experience and making it feel approachable and family-oriented. Alongside this, I designed the digital campaign in Figma, building a clean and adaptable design system that supported consistency across emails and online channels. This ensured the campaign could be easily maintained and rolled out, while allowing the illustrations to shine as the key storytelling element.
Outcome
The result was a cohesive and inviting welcome journey that resonated with new parents, balancing handcrafted visuals with a structured digital framework. The campaign successfully introduced families to John Lewis & Partners’ Family Life offering in a way that felt both personal and professional.
