As a design intern at Pigeon Row, I collaborated with the creative team to produce promotional and marketing assets for Canadian TV series, with a strong focus on Letterkenny. I worked under the direction of the social media manager, creative director, and project manager, ensuring all designs followed brand guidelines while still offering creative solutions for campaign needs.
The goal was to create seasonal and campaign-specific marketing assets that could be used across both digital and print channels. Each piece needed to capture Letterkenny’s recognizable identity while adapting to different themes, like Halloween or Boxing Week, to keep fans engaged and campaigns fresh.
Designed vouchers, coupons, and gift card layouts for campaigns. Created social media promotional graphics tailored for platforms like Instagram and Facebook. Collaborated directly with the social media manager for approvals and feedback.
For Letterkenny, I translated the brand into fun, themed promotional designs: A Halloween promo voucher featuring a carved pumpkin logo bursting from a graveyard. Boxing Week graphics with plaid-inspired gift wrap tied to the show’s rustic aesthetic. Custom voucher card assets designed for seamless use in social media campaigns.
Letterkenny’s brand identity is rooted in rustic humor, bold typography, and a straightforward visual language that reflects its small-town setting. During my internship, I translated these established elements into seasonal and campaign-based graphics that kept the brand recognizable while giving it fresh, event-specific energy.
Typography & Logos: Maintained Letterkenny’s bold type and logo as the anchor across assets, often reimagined in thematic settings (e.g., pumpkin-carved for Halloween). Seasonal Motifs: Introduced props and textures—plaid gift wrap, graveyard backdrops—that aligned with campaigns while staying authentic to the show’s aesthetic. Platform-Ready Assets: Designed with social media adaptability in mind, ensuring each graphic worked seamlessly for stories, posts, and digital vouchers. Consistency Across Deliverables: All designs balanced promotional clarity with the humor and straightforward personality fans expect from the brand.
