Digital

Cathay Pacific

Digital Transformation

In 2014, seeking a new challenge, I moved to Hong Kong to lead the design of Cathay Pacific’s three-year digital transformation programme.

I was tasked with the delivery of Cathay Pacific’s new brand ethos and digital design experience across web, mobile and CRM. From the homepage to flight timetables, from destination guides to the booking engine. I designed a broad ecosystem of browsing experiences and functional tools.

This project enabled me to focus deeply on one client, to sharpen my responsive web design skills and to experience a completely new culture living and working in Hong Kong.

• Agile programme

• Responsive multi-language and multi-market site

• Working with BA’s, scrum masters, technical architects, developers and presenting to stakeholders

cathaypacific.com

Brancott Estate

Website UX and Design

The Brancott Estate (Pernod Ricard) website needed a design overhaul to not only reflect their new brand proposition: A Fresh Perspective, but to make it a responsive, Drupal powered site across six global markets (US, UK, AU, NZ, CA and Rest of World).

I kicked off with a detailed UX phase covering information architecture, product architecture, site maps, personas and customer journeys. I then designed all pages, creating design patterns, a component catalogue, style guide and authoring guidelines, whilst working working closely with our development team.

Following a UAT wrap up, we went live with a site that visually reflected the brand and cellar door space, was functional, accessible and easily authorable at a market level.

The site was so well received, we then used the site structure and component library to build nine other Pernod Ricard portfolio sites.

• Responsible for all UXD deliverables

• Responsive multi-market site

• Site replicated across nine other Pernod Ricard brands

brancottestate.com

Experience Principles

Tourism Australia, Coles Supermarket, Arnott’s Biscuits

Having pitched for and won Tourism Australia's Digital Transformation Programme with Digitas, I set to work on Experience Principles. For me they bridge the gap between ATL and digital which are sometimes running different races but wanting the same outcome.

Once work began on the website, designers were able to use the Experience Principles to inspire their work and prove their work was addressing business objectives.

Experience Principles became my superpower, subsequently delivering similar projects for Coles Supermarket and Arnott's Biscuits.

Meadow Fresh

Digital first content production

At Digitas we were tasked with driving awareness and consideration for Meadow Fresh milk in China, Vietnam, Malaysia and Singapore.

Following the communication strategy and creative direction, I set out to deliver a key visual, TVC and social content, filmed and edited in Australia.

Working with a production company, I selected talent (for multiple markets), locations (indoor and on farm) and film and photography directors. I was then on set managing the delivery of our shot list and in the editing suit overseeing the delivery of all digital outputs.

• Key visual, TVC and social content

• Multi-market production

• Working with children and cows!

Stoneleigh Lifestyle Shoot

Digital first content production

For the launch of their new bottle artwork, Stoneleigh asked us to grow awareness of their global Instagram and Facebook social channels, in a way that was relevant to their key audience; culture seekers.

We developed the creative territory: ‘Escape’, featuring Culture Seekers throughout our lifestyle shoot, bringing the feeling of memorable discovery to life. The ambition of the shoot was to portray that getting lost in the beauty of the wild is time well spent.

I found the perfect location, a stylist with flair and a photographer with ice buckets full of passion. The result? A beautiful original film and photography piece that’s catching the eyes of wanderlusters across globe.

@stoneleighwine

• Selling in our creative territory

• Pre and post production direction

• Choosing the location, stylist, photographer and talent

Stellantis

UX, Design and digital content production

I've led a number of digital and content production projects for Stellantis (formally FCA). From web UX enhancement projects including recall flows and vehicle price calculators to a film and photography production at one the world's most historic car events - Targa Florio.

Alfa Romeo then broke the record with their Stelvio Quadrifoglio for the fastest production SUV around the Nürburgring. So we headed to Phillip Island to capture it on track for their social channels.

Stellantis

EDM Modular Templates

Stellantis (formerly FCA) required a new set of EDM templates to author in Campaign Monitor.

I worked on the UX for a set of standardised, modular templates for both desktop and mobile viewports to be used across six of their automotive brands (Abarth, Alfa Romeo, Chrysler, Fiat, Fiat Professional and Jeep).

Following the UX phase, I bought the components to life using brand colours and images. Ultimately the designs would be constricted to email limitations and under the author’s control, so to protect the brands image, I wrote a set of guidelines for how the components should be used.

• EDM Modular Templates

• Multi-brand considerations

• Working with developers in Campaign Monitor