Sumo Day
CLIENT
AppSumo
INDUSTRY
Technology / SaaS
YEAR
2024
Sumo Day is AppSumo's second-largest annual campaign, driving millions in revenue from flash sales across dozens of software tools. I designed the complete campaign identity system in 2022—creating a flexible visual framework that could adapt year-over-year while maintaining brand recognition. By building reusable templates and channel-specific components, I reduced campaign preparation from 6 months to 2 weeks, enabling the marketing team to execute independently while I focused on strategic refinements each year.
(02)
Challenge
Before 2022, Sumo Day campaigns took 6 months to prepare. Every channel—landing pages, emails, ads, social—required custom assets built from scratch, creating bottlenecks and limiting our ability to test or iterate quickly. The marketing team was dependent on design for every asset, and mid-campaign revisions meant scrambling to update dozens of files across platforms. We needed a system that could move as fast as our sales strategy required.
(04)
Results.
The Sumo Day identity system transformed campaign execution. What once took 6 months of preparation now took 2 weeks, freeing the marketing team to launch independently while I focused on annual visual refreshes and strategic improvements. The system proved flexible enough to evolve across three years (2022-2024) while maintaining strong brand recognition. By designing templates that worked across all channels—landing pages, emails, ads, social, and product displays—I enabled AppSumo's second-largest revenue event to scale without scaling design resources.
Sumo Day
CLIENT
AppSumo
INDUSTRY
Technology / SaaS
YEAR
2024
Sumo Day is AppSumo's second-largest annual campaign, driving millions in revenue from flash sales across dozens of software tools. I designed the complete campaign identity system in 2022—creating a flexible visual framework that could adapt year-over-year while maintaining brand recognition. By building reusable templates and channel-specific components, I reduced campaign preparation from 6 months to 2 weeks, enabling the marketing team to execute independently while I focused on strategic refinements each year.
(02)
Challenge
Before 2022, Sumo Day campaigns took 6 months to prepare. Every channel—landing pages, emails, ads, social—required custom assets built from scratch, creating bottlenecks and limiting our ability to test or iterate quickly. The marketing team was dependent on design for every asset, and mid-campaign revisions meant scrambling to update dozens of files across platforms. We needed a system that could move as fast as our sales strategy required.