Retail at this scale doesn’t leave much room for error. Westfield operates 32 shopping centers across the country, each with its own market, its own audience, and its own personality — and every campaign had to feel both nationally cohesive and locally relevant. That’s a design problem I love.

My role was to help execute the creative vision across the full campaign ecosystem — paid media, digital, out-of-home, social, print, video, and custom photography. That meant not just producing beautiful assets, but building a system. I created comprehensive design toolkits that gave marketing managers at each location the tools to execute consistently without losing the flexibility to adapt to their market.

The work was consumer-focused and sales-driven, but the part I’m most proud of is the infrastructure behind it — a creative framework that could scale across 32 locations without losing its soul.