Context
A nationwide app-growth campaign designed to drive downloads and first-time usage through a fully integrated digital, OOH and in-store rollout during a key trading period.
My Role
Lead designer responsible for end-to-end creative across all channels, developing the core visual system and executing assets at scale under live-trading conditions.
Outcome
The campaign supported strong app acquisition and usage, remaining live in market and establishing a repeatable creative framework for future app-led activity.
Early concepts, exploration and Tik Tok Top View concept.
Integrated Campaign Execution
App Rally was a national campaign focused on driving app adoption and increasing app‑led ordering. I worked as the designer closely embedded in the delivery of the campaign, collaborating with marketing, digital, CRM and operations teams throughout.
Creative direction and final decisions were agreed collectively.
Creative direction and final decisions were agreed collectively.
The challenge
The campaign moved quickly and involved many stakeholders. Creative decisions were often finalised close to launch, and execution needed to keep pace without slowing things down. Assets had to work across stores, media, web and app, and remain flexible as offer mechanics and details evolved.
The main challenge was delivery at speed. Making sure everything could actually be produced, adapted, printed and rolled out nationally under real operational constraints.
The main challenge was delivery at speed. Making sure everything could actually be produced, adapted, printed and rolled out nationally under real operational constraints.
My contribution
I focused on strong, reliable execution. I designed with real‑world constraints in mind, such as store visibility, print margins, QR placement and production requirements, so that once something was approved it could move straight into rollout.
I also structured the design work in a way that made changes easier to handle. When copy, pricing or mechanics changed, updates could be made quickly without redesigning assets from scratch.
I also structured the design work in a way that made changes easier to handle. When copy, pricing or mechanics changed, updates could be made quickly without redesigning assets from scratch.
Scope, workload and pace
The main delivery phase ran for around four weeks leading up to launch, with continued support afterwards. During this period I worked across a wide range of assets spanning in‑store POS, print, digital, paid media, owned channels and CRM.
I handled a high volume of work in parallel and regularly delivered short‑notice updates. Same‑day changes were common, particularly during launch week, and much of my time was spent responding to feedback, making fixes, exporting print‑ready files and resolving last‑minute production issues.
Because of this, I became someone the team consistently relied on to keep execution moving and prevent delays.
I handled a high volume of work in parallel and regularly delivered short‑notice updates. Same‑day changes were common, particularly during launch week, and much of my time was spent responding to feedback, making fixes, exporting print‑ready files and resolving last‑minute production issues.
Because of this, I became someone the team consistently relied on to keep execution moving and prevent delays.
