Countdown (Now Woolworth NZ) - Senior Digital Designer
Brand guideline development across social, digital, and logo — building a working system for one of New Zealand's largest supermarkets. The brief was consistency at scale: Countdown's outputs were fragmenting across channels, and the work needed to translate strategic direction into practical rules teams could actually apply day-to-day.
Led the design and systems thinking across three connected outputs, delivered in collaboration with internal stakeholders and agency partners. Adopted internally as a working system rather than a static document — reducing ambiguity, speeding up production, and aligning teams on what on-brand means in practice.
Social Media Guideline
How the brand behaves in high-volume, fast-turnaround environments. Defined the rules for social-first expression — typography, iconography, story formats, and post structures — designed to hold up under the pace of always-on content without losing coherence.
Art direction, system design, guideline authorship.
Logo Design
Refinement and application rules for consistent use across the business. Rationalised how the mark behaves across contexts, from in-store to digital, and established the logic for concept variations used in sub-brands and customer-facing touchpoints.
Concept development, refinement, system rules.
Digital Asset Guidelines
A scalable framework for everyday digital execution — breakpoints, requirements, asset supply, and safe-zone examples. Built to let internal teams and external partners produce work at volume without compromising brand integrity.
System design, documentation, template development.
This is a detail-rich project. To explore more work of this nature, click the button below for a deeper dive.