The Ask

Within my first week at Orvis, I hit the ground running on a big project: concepting ideas to make Black Friday more Orvis-ownable. The challenge was finding a way to stand out in the most crowded promotional moment of the year when every brand is messaging some version of “biggest sale ever”. My idea? Blue Friday. Aka, we turn Black Friday “blue” by donating a portion of sales to water conversation. Sustainability is a core Orvis value, and clean water is fundamental to fly fishing. Rather than competing on discounts alone, we gave people a reason to choose Orvis that fit with who we are as a brand and what they care about as avid anglers. As the owner of promotional marketing copy, I wrote every asset across the omni-channel campaign—email, website, paid and organic social, digital ads. The clearest sign of success is that Blue Friday didn’t end after one season. It returned in 2025 and is planned again for 2026.

My Role: Creative Concepting, Copywriting

The Team: Vanessa Hernandez – Digital Designer | Jael Bae – Senior Designer | Lindsay Giarrusso – Graphic Designer

The Work