T2 — Global Campaign Execution & Digital Rollout
Scaling a premium global brand across digital touchpoints, from festive multi-channel campaigns to accessibility-focused design systems.
Role: Digital Designer
Focus: Campaign execution, brand expression, cross-channel delivery
Channels: Web, eDM, in-store digital, social
The Brief
As a Digital Designer for T2, the challenge was to maintain brand integrity while rapidly producing a high volume of assets across disparate channels—EDM, web, social, and physical retail—ensuring every touchpoint felt like a unified brand experience.
My Role & Approach
I focused on Design Ops and Execution, bridging the gap between creative concepts and technical delivery. My work ensured that complex campaign visuals remained performant and accessible without losing T2’s signature bold aesthetic.
Core Responsibilities
Systemic Design: Translating master brand assets into responsive web banners and high-converting EDMs.
Production Excellence: Managing high-fidelity outputs for OOH (Out-of-Home) and in-store signage.
Accessibility Lead: Auditing and refining color contrast and typography to meet WCAG standards.
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 Goal: Drive holiday sales through a lush, maximalist visual identity.
The Execution: I took the core "Good Times" artwork into high-impact digital assets—including HTML5 banners, animated in-store screens, and modular eDMs—by optimizing complex brand visuals for performance and accessibility across all global touchpoints.
Sustainability Campaign
Landing Page · Email · Motion
The Goal: Communicate T2’s B-Corp status and ethical sourcing with a cleaner, more editorial feel.
The Execution: Focused on a "Digital First" rollout, I optimized the layout for speed and clarity, ensuring the heavy information load remained digestible for the user.
Technical Spotlight: Accessibility
Inclusive Design Considerations
Design isn't just about how it looks; it's about who can use it. 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.
Outcomes & Toolkit
The Impact
Efficiency: Streamlined the asset creation process, allowing for faster turnaround on global campaign launches.
Consistency: Zero brand drift across 50+ unique digital and print assets per campaign.
Engagement: Delivered high-performance EDMs with optimized click-through layouts.
Toolkit: Figma, Adobe Creative Suite (Photoshop, Illustrator, InDesign)