T2 — Global Campaign Rollout & Cross-Channel Delivery
Adapting vibrant seasonal brand campaigns across multiple digital formats—from in-store digital screens to web banners and modular email layouts.
Role: Digital Designer (Digital Delivery)
Focus: Cross-channel adaptation, modular layout systems, accessibility, quality control
Channels: E-commerce web, responsive eDM, in-store digital screens, paid & organic social
The Challenge
For a global retail brand like T2, major seasonal launches mean rolling out one creative concept across dozens of different digital formats on tight schedules.
The job wasn’t just resizing artwork. Seasonal retail campaigns demanded turning a complex master key visual into dozens of production-ready deliverables within narrow turnarounds. The objective was engineering a modular system that allowed fast adaptation across wildly divergent aspect ratios—from large vertical in-store screens to restrictive email code—without visual dilution or performance drag.
How I Delivered the Work
Master Key Visual (KV) Deconstruction: Separated complex key visuals into modular parts (background patterns, character illustrations, product cutouts, and headline typography). This made it easy to recompose the artwork naturally for vertical (9:16), landscape (16:9), and square (1:1) spaces without awkward cropping.
Modular Layout Systems: Created reusable grid systems for emails and promotional landing pages. Using consistent building blocks made it much faster to produce variations for different products while keeping fonts, buttons, and spacing aligned.
Designing for the Environment: Adjusted visual contrast and scale depending on where the asset lived. In-store digital screens were designed with high contrast to read clearly under bright shop lights, while web banners were optimized to load instantly.
Festive Campaign
Web · eDM · In-Store Digital Screens · Paid Social
The Brief: Launch the high-energy, maximalist "Good Times" holiday identity across all customer touchpoints
The Delivery: Translated dense holiday illustrations into production-ready digital formats. Prepared motion-ready graphic assets for in-store vertical displays, sliced modular sections for promotional emails, and built lightweight web banners that retained fine line detail within strict file-size limits.
Sustainability Campaign
Landing Page · Responsive Email · Motion
The Brief: Communicate T2’s B-Corp certification and ethical sourcing through a clean, editorial structure.
The Delivery: Led a digital-first adaptation prioritising information hierarchy and legibility. Balanced long-form educational storytelling with structured web layouts and scannable email modules to ensure heavy information loads remained digestible across all screen sizes.
Technical Spotlight: Accessibility & Quality Control
Accessibility standards were applied as core production constraints rather than an afterthought:
Contrast Compliance (WCAG): Audited color pairings across campaign graphics, ensuring text overlays and key calls-to-action strictly adhered to WCAG AA contrast ratios against varied background art.
Live Text Over Flat Images: Built emails and web assets with real, selectable text instead of baking text into flat images whenever possible. This allowed screen readers to read the content and kept copy crisp on all screens.
Legibility Treatments: When headlines had to sit directly on busy campaign artwork, added subtle outlines or background contrast so the words never got lost.
Designing for Everyone (Accessibility)
Testing for Dark Mode & Real Devices
Email apps like Gmail, Apple Mail, and Outlook often invert colors automatically in dark mode, which can ruin a design or make dark text vanish:
Dark-Mode-Safe Assets: Added faint light outlines around dark logos and typography so they wouldn't disappear against pitch-black backgrounds.
Clean Exports: Handed over crisp, retina-ready graphics that were properly compressed, keeping file sizes small so pages and emails loaded quickly without looking blurry.
Impact & Tools
Outcomes
Faster Turnarounds
Reusable layout grids and organized asset packs cut down the production time needed for seasonal store changeovers.
Consistent Quality
Kept visual consistency tight across 50+ unique digital formats and asset variations per campaign.
Error-Free Delivery
Rollouts launched on time with zero rendering issues across major email clients and responsive screen sizes.
Tools & Automation
Design & Layout: Figma, Adobe Creative Cloud (Photoshop, Illustrator, InDesign)
Custom Figma Tool: Used an AI coding assistant to build a custom Image compressor plugin directly inside Figma. This let me resize and compress WebP, JPEG, and PNG images on canvas without having to upload files to external compression websites, saving hours during high-volume exports.
Custom Figma plugin I built using an AI assistant to compress and re-encode images directly on canvas.