MasterChef Cookware
Role
Creative Design Manager
Year
2023
Project
DC Super Hero Builders
Organisation
Flybuys
In partnership with Flybuys, Coles offers customers exclusive products when they earn enough credits by shopping at Coles and scanning their Flybuys. These promotions are highly anticipated, especially the MasterChef products. The campaigns require a seamless integration of branding from Coles, Flybuys, and MasterChef to deliver a cohesive customer experience across multiple touchpoints.
Project management and art direction
My role in this project was to oversee the creative process from start to finish. I set up the project timeline, breaking it down into manageable sections and assigning designers to specific tasks. As the art director, I ensured creative consistency, working closely with stakeholders to align with the branding objectives of Coles, Flybuys, and MasterChef. I also collaborated with the copywriter to craft messaging that not only adhered to Coles' brand guidelines but also maintained the Flybuys tone of voice, ensuring clear and engaging communication.
Asset development and customer engagement
The project was asset-heavy, with design work spanning over two months. We developed materials for the early launch, the main launch, and promotional weekends offering double credits. Additionally, we supported product promotions with extra credits and set up automated email triggers for different stages of the customer journey. These emails, including recipe suggestions sent after product redemptions, were designed to enhance customer engagement and satisfaction.
Collaborative design system and brand alignment
A critical part of this project was creating a system in Figma that allowed multiple designers to collaborate seamlessly. This system enabled us to work from a single source of truth, maintaining transparency across all asset revisions to meet client requests efficiently. One of the most significant challenges in these promotions is balancing the visual hierarchy between the brands involved, ensuring that all parties are satisfied with the final creative while maintaining a strong and consistent brand presence.
Driving continuous improvement through agile leadership
As the lead on multiple Coles Collectible campaigns, I have successfully implemented agile methodologies to enhance our design processes. Through regular project retrospectives, I continually identify opportunities for improvement, ensuring our workflow remains efficient and responsive to changing needs. Managing a talented team of both onshore and offshore designers, I can seamlessly coordinate efforts across these campaigns. This collaborative approach not only fosters creativity but also drives continuous improvements, allowing us to deliver impactful designs that resonate with our audience.
