Petbarn
OVERVIEW
As a Senior Digital Designer at Petbarn, my core responsibility was to streamline creative workflows and ensure visual consistency across all digital outputs for the design team.
This involved strategically setting up Creative Cloud Libraries and managing the Design System on Figma for centralised asset management. I also designed master brand templates for efficient digital asset roll-outs, simplified the production of weekly trade sale eDMs, and developed motion graphic templates to standardise and accelerate animated banner processes.
01
Streamlining Design Operations
Creating a Centralised Asset Management & Design System
At Greencross, managing creative output across over ten diverse brands and private labels presented a unique challenge for the design team.
To significantly streamline our workflow and boost efficiency, I took ownership of the centralised Figma design system, continually managing and improving it. This involved setting up comprehensive master brand templates that dramatically expedited digital asset roll-outs and ensured visual consistency across all creative outputs.
Furthermore, I established Creative Cloud and Figma libraries, pre-populating them with each brand's specific colours, fonts, and logos. This eliminated the need to constantly access shared servers for assets, enabling the team to work more quickly and consistently directly within design programs.
“A key drive for me is future-proofing and streamlining design workflows, empowering our team to work smarter and more efficiently."
02
Master brand Templates
Consistent Design Guides for Rapid, High-Volume Banner Production
A significant initiative at Petbarn involved developing comprehensive master brand templates specifically for digital asset roll-outs. Facing briefs requiring 20+ web banners, my responsibility was to drastically streamline this process. I designed these templates with meticulous attention to consistent guides and precise positioning for elements like grid guides, calls-to-action and text hierarchy.
This strategic standardisation significantly reduced the cognitive load for designers, eliminating guesswork and ensuring brand consistency across all outputs. The implementation of these templates empowered the team to work at an accelerated pace, enabling the rapid completion of high-volume digital asset briefs, often within a single day, thereby boosting overall efficiency and responsiveness.
"I design to inspire, solve and simplify"
03
eDM Simplification
Optimising Petbarn's Weekly Trade Sale eDMs
Another key project I was involved in was simplifying and optimising Petbarn's weekly Trade Sale eDMs. The existing email strategy faced significant challenges: low engagement, a lack of clear planning, and excessive promotional noise within a single campaign eDM. Product modules were also often cluttered, obscuring concise messaging.
Recognising underutilised areas, I focused on refreshing the header and footer to enhance conversion opportunities and better promote business goals. The banners and modules required a design refresh to be more engaging, clearer, and capable of being produced in a streamlined manner by designers.
I aimed to transform these eDMs into clear, strategically planned communications that would cut through the clutter, improve user engagement, and more effectively drive sales outcomes for Petbarn.
"Good design is honest."
04
Motion Graphic Templates
Crafting Templates for Petbarn's Animated Web Banners
Another key business initiative I was involved in was integrating animated web banners onto the Greencross and Petbarn websites. To enable this transition efficiently and effectively, my role was to develop comprehensive motion graphic templates.
These templates established clear guidelines and rules for creating animated content, ensuring visual consistency across all motion assets and maintaining brand integrity online. By providing standardised frameworks, we not only streamlined the production process for designers but also guaranteed a cohesive and professional appearance for all new animated elements, directly contributing to an enhanced and more engaging user experience on the websites.
"My core responsibility is to streamline creative workflows and ensure visual consistency across all digital outputs for the design team."