Domino's Pizza | Fernan Garcia

Domino's Pizza Projects

Domino's Rewind Campaign

BRIEF

To celebrate the 20th anniversary of a Domino's franchise, the campaign centred around bringing back 2006 prices in 2026. The creative challenge was to develop a concept that reinforced this nostalgic offer while capturing the attention of the local community. To support the promotion, I created a visual identity inspired by time travel and rewinding the clock, using retro-inspired design elements to communicate the idea of stepping back in time and experiencing classic prices once again.

CHALLENGE

The biggest challenge was communicating the "2006 prices in 2026" concept in a way that was instantly understandable. The design needed to strike a balance between nostalgia and a modern Domino's brand identity, ensuring the time travel theme enhanced the promotion rather than distracting from it. The campaign also had to be flexible enough to work consistently across a wide range of print and digital marketing assets.

DOMINO'S REWIND

To bring the concept to life, I designed a bespoke Domino's Rewind logo inspired by the bold, retro styling of the mid-2000s, giving the campaign its own distinctive identity while remaining recognisably Domino's.

PROFILE

To expand the campaign identity, I further explored the concept of "rewind" by creating a secondary logo inspired by the classic television rewind symbol. This alternative mark reinforced the time travel theme while introducing a simple, instantly recognisable visual cue that could be used across supporting campaign assets. The secondary logo added flexibility to the identity system and helped strengthen the nostalgic feel throughout the campaign.

LOCAL ADVERT

As part of the campaign, I produced a promotional advert that took viewers on a journey back through time by showcasing Domino's advertising from different eras. The advert continuously rewound through the years until landing in 2006, revealing the return of 2006 prices in 2026. This storytelling approach helped build anticipation, clearly communicated the campaign message, and reinforced the nostalgic "rewind" theme in a memorable and engaging way.

SOCIAL MEDIA DELIVERABLES

Rather than simply promoting the offer, the social media campaign was designed to immerse audiences in the world of 2006. Each post explored a different cultural touchpoint from the era, drawing inspiration from brands and products such as MySpace, PlayStation, Sky TV, Nokia phones and CDs. This approach allowed the campaign to tell an ongoing story, giving each piece of content its own identity while collectively building anticipation for the launch.

To strengthen the illusion of stepping back in time, I extended the television-inspired aesthetic across both print and motion assets. Vintage TV frames and on-screen interface elements were incorporated throughout the campaign, creating the impression that viewers were watching the content through a 2006 television. This subtle design device helped tie every touchpoint together while making the rewind concept feel more immersive and authentic.

OPENING DAY

To bring the campaign into the physical experience, the launch day featured a series of customer engagement activities inspired by the retro theme. Customers were invited to spin a prize wheel for the chance to win exclusive offers, while promotional vouchers were designed using the same nostalgic visual style as the wider campaign. Carrying the creative identity through to the in-store experience helped create a memorable launch day and ensured the campaign felt cohesive across every customer touchpoint.

RADIO AD

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Easter Campaign

BRIEF

Domino’s needed an Easter campaign designed to increase app sign-ups and encourage customers to engage with the brand. The campaign would offer exclusive discount codes to users who signed up through the app, while also helping Domino’s collect customer email data.

The campaign needed to have a fun, playful Easter aesthetic using a pastel colour palette, alongside a memorable mascot that could represent the campaign across different touchpoints. To make the experience more engaging, I was also tasked with creating an interactive game that customers would play before unlocking their discount code.

The overall aim was to create a campaign that felt entertaining and rewarding, while encouraging users to download the app, sign up and interact with Domino’s.

CHALLENGE

The challenge was to turn a simple discount offer into an experience that customers would actually want to engage with. The campaign needed to stand out during Easter, feel natural to the Domino’s brand, and encourage users to complete the journey from playing the game to signing up.

EASTER FEASTER

I created a bright, playful app experience inspired by the idea of an Easter egg hunt.

A colourful background with leaves helped create an immersive outdoor feel, while the vibrant colour palette made the sign-up journey feel fun and energetic rather than like a standard registration process.

INTERACTIVE APPROACH

For the interactive element, I created a playful bunny mascot specifically for the Easter campaign. The concept was based around feeding the bunny pizza, giving users a simple but engaging challenge to complete before receiving their reward.

Once users entered the game, they had a limited amount of time to continuously tap the screen and feed the bunny slices of pizza. Each tap increased the meter, with the aim of filling it completely before the timer ran out. If the user managed to fill the meter in time, the bunny would become full and they would unlock their discount code.

The idea was to make the sign-up journey feel more rewarding and interactive, rather than simply asking customers to enter their details. The bunny also gave the campaign a recognisable mascot that could be used throughout the app and wider Easter campaign.

The campaign also opened up opportunities to explore the concept further in future campaigns. The Easter egg hunt theme could be developed into additional interactive experiences, such as hidden eggs across the app, collectible rewards, mini-games and other challenges. This created a flexible campaign idea that could grow beyond the initial experience and give customers more reasons to interact with the brand.

Other Data Capture Themes

BRIEF

I created interactive marketing assets where customers completed a quick activity before entering their details to unlock a reward or discount. My role was to regularly refresh the visual theme and style while keeping the core experience consistent, creating engaging, reusable designs that could be easily handed over to the development and IT teams.

CHALLENGES

The main challenge was avoiding “form fatigue”. Customers can quickly switch off when they see another standard data-capture form, so the experience needed to feel more like an activity than a form.

The goal was to keep each experience fresh year after year by introducing new themes, visuals and interactions, while maintaining the same core journey of completing an activity, entering their details and receiving a reward.

SOLUTIONS

I was constantly experimenting with different ways to make the online experience more interactive and engaging for customers. Rather than relying on the same type of data-capture form, I explored different game concepts that could encourage users to take part, have fun and then enter their details to unlock a reward or offer.

Some of the concepts I developed included Pick Your Pizza Box, where users could interact with different pizza boxes to reveal a reward, as well as ball-drop style games and various arcade-inspired experiences. Each concept gave me an opportunity to explore a different type of interaction, from simple tapping and selecting to more game-like mechanics.

A big part of my approach was making sure every experience felt visually different.

I experimented with new themes, colours, layouts, characters and styles to suit different occasions and promotions, while keeping the overall customer journey familiar. This allowed the format to be reused across different experiences without customers feeling like they were seeing the same thing every time.

The aim was to find the right balance between fun, simplicity and conversion. creating experiences that were quick and easy to understand, but engaging enough to make customers want to complete the activity and continue through to the data-capture stage.

Social Media Content Planning & Design

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Earlier in my career, before stepping into the Head of Design role, I was on the front lines handling the daily creative grind for Domino’s franchise accounts. My main focus was pumping out a steady stream of fast turnaround social media graphics, motion assets, and content plans to keep local stores active and visible online. It was all about staying agile, constantly jumping on real-time internet trends and mixing in tactical promo deals without being spammy. Doing that high volume, daily production work under strict corporate guidelines really sharpened my speed and design instincts, giving me the exact hands-on foundation I needed to eventually step up and lead teams.

Collection Perfection Window Wraps

BRIEF

Designed large-format window wraps and POS graphics for Domino’s franchises to boost footfall and launch campaigns. For the "Collection Perfection" rollout, the layout was engineered around pricing psychology, scaling the typography significantly bolder as the price points dropped. This was paired with strategic directional arrow elements to instantly guide the consumer's gaze to key retail conversion zones while maintaining strict brand alignment.

CHALLENGES

Managing the creative rollout across nearly 100 franchise locations spanning the North East UK and Ireland presented a major production bottleneck. Because every single storefront featured unique architectural layouts and bespoke window dimensions, a one-size-fits-all asset approach was impossible. The core challenge lay in manually adapting, resizing, and versioning the complex master artwork for dozens of varied formats under a tight deadline, all while ensuring that the critical visual hierarchy and brand alignment remained flawless regardless of the scale or shape of the final print.

Animated In-Store Menus

BRIEF

I led a complete motion graphics refresh for digital in-store menu screens across multiple franchise locations in the North East. The project involved restructuring and redesigning motion assets to reflect updated, location-specific product availability, while ensuring everything remained consistent with corporate brand guidelines.

The final animations brought a more modern and engaging feel to the in-store experience, while ensuring menus were accurate and compliant across each location. I also focused on creating smooth, fluid transitions that kept the screens visually engaging without distracting from the products and information being displayed.

Product availability across the North East estate was constantly changing, with products being introduced, removed or temporarily unavailable. On top of this, individual franchise stores could offer different products depending on their location, meaning each screen setup needed to be flexible enough to accommodate different menus.

The main challenge was making these changes without disrupting the overall layout or visual consistency. I developed a flexible grid system within the animations that could adapt to different product combinations, allowing content to expand or contract when items were added or removed. This ensured each location had an accurate menu while maintaining consistent alignment, smooth transitions and strict brand guidelines across the estate.

CHALLENGES

Local Post Card Design

BRIEF

Designed a series of direct-mail postcards for a targeted residential campaign to re-engage local delivery zones and drive store recall. Adhering to the creative brief, I developed a nostalgia-driven, retro postcard theme using vintage typography and classic print styling. The final design balanced this retro aesthetic with modern brand identifiers, creating a distinct, tactile asset that cut through standard junk mail and reminded neighbors of their local store.

Halloween Social Creatives

Over the years, I designed a wide range of Halloween-themed social media artwork to drive engagement during one of the brand's biggest holiday periods. Working on these seasonal campaigns year after year allowed me to mix creative, spooky concepts with the official brand guidelines to keep the feeds fresh and relevant.

Whitby Store Opening

BRIEF

CHALLENGES

Christmas Social Artwork

Over the years, I designed a variety of Christmas-themed social media artwork to capture the holiday rush and drive festive engagement. Managing these seasonal campaigns year after year allowed me to blend festive, creative concepts with the official brand guidelines to keep the feeds looking fresh and celebratory during the brand's busiest time of the year.