T2 — Campaign Execution Within a Global Brand
In a fast-paced campaign environment, good design is less about starting from scratch and more about making smart decisions quickly.
Role: Digital Designer
Focus: Campaign execution, brand expression, cross-channel delivery
Channels: Web, eDM, in-store digital, social
Overview
At T2, I worked across large-scale brand and campaign executions, delivering cohesive digital experiences within a highly expressive and recognisable brand system. The work spanned seasonal campaigns, promotional moments, and always-on activity across web, eDM, in-store digital, and social.
The challenge was not defining the brand, but translating creative direction into consistent, high-quality outputs across channels — often under tight timelines and production constraints.
The Core Problem
T2 campaigns are visually expressive by nature, but they must scale across many formats, timelines, and channels without losing clarity, accessibility, or brand cohesion. The challenge wasn’t generating ideas — it was ensuring each campaign translated effectively across touchpoints under real production constraints.
My Contribution & Judgement
I delivered campaign design across multiple formats, working closely with art directors, photographers, and marketing stakeholders.
Key areas of responsibility included:
Translating campaign concepts into production-ready digital assets
Adapting layouts across web, eDM, and in-store digital formats
Maintaining visual consistency and hierarchy across varying screen sizes
Balancing expressive brand visuals with readability and usability
Rather than treating each asset in isolation, I focused on carrying core visual ideas consistently across all touchpoints.
Context
Campaign assets needed to scale across web, eDM, in-store digital, and social
Visual expression had to remain bold without compromising clarity or accessibility
Tight timelines and production constraints shaped execution decisions
Key Design Decisions
Balanced expressive visuals with clarity and readability
Adapted layouts for different channels without diluting the core idea
Used motion selectively to enhance, not overpower, messaging
Selected Campaigns
A selection of seasonal and campaign work delivered across web, email, in-store digital, and social channels.
Festive Campaign
Web · eDM · In-store Digital
The festive campaign required high visual impact across a wide range of formats. Layouts were adapted to suit each channel while preserving a cohesive festive look and feel.
Sustainability Campaign
Landing Page · Email · Motion
This campaign focused on communicating T2’s sustainability commitments through clear, educational storytelling. Visual hierarchy and pacing were carefully considered to balance information with engagement across channels.
Accessibility & Design Considerations
Across T2 campaign work, I balanced expressive brand execution with clarity, accessibility, and real-world delivery constraints.
Accessibility was an important consideration, particularly when working with T2’s established brand colours and email design constraints. Wherever possible, layouts prioritised live text to support flexibility across email clients and dark mode environments. In cases where text needed to be embedded within imagery, I ensured sufficient contrast and applied outlines or visual separation so key messaging remained legible when background colours shifted in dark mode.
Outcome
The campaign work delivered consistent, high-impact brand experiences across digital and physical touchpoints while maintaining clarity, accessibility, and usability. By focusing on adaptable layouts and informed design decisions rather than one-off executions, campaigns remained effective across channels and scalable for future rollout.