Seasonal design fails when it reaches for a mood it has not earned. Ramadan punishes this faster than most, and a crescent bolted onto a logo fools no one.

We started with restraint. No gold gradient, no over-ornamented frame, no lantern where a logo should be. The system is quiet, the type does the work, and the ornament appears once, small, and means it.

Restraint mattered more than reach. The palette dropped to two colours and the layout opened up, so the campaign felt calm in a feed that was shouting.

It outperformed the previous year on saves and shares, which were the only numbers that meant anything here.