THE WAREHOUSE GROUP
Turning Retail into Brand Storytelling
Objective:
Evolve The Warehouse’s creative output from functional to emotional — driving brand storytelling, loyalty, and commercial performance across retail touchpoints.
Role:
Creative Lead within the in-house studio, embedded with the marketing and insights teams.
What I Did:
Helped shape the brand voice and seasonal campaign strategy to align with customer needs and behaviors.
Brought retail campaigns to life with creative frameworks that could flex across 200+ stores, online, social, and TV.
Mentored the in-house design team, elevating creative standards and building internal brand guardianship.
Impact:
Increased promotional campaign ROI with more cohesive, cross-channel storytelling.
Improved internal creative team culture and stakeholder trust.
Strengthened creative-marketing alignment across categories (home, fashion, toys, stationery).
Here's a snapshot of key campaign highlights
Heart Is Where The Home Is
The Warehouse, New Zealand’s largest retailer has products that are integral to every Kiwi home. So, to reinvigorate a connection with the brand and customers, it felt right to centre around home and the feeling it provides; a safe haven during the COVID lockdown times.
Partnering with Ruby Jones allows us to tap into her iconic illustrative style which is know for it’s kindness, diversity and inclusion. And tapping into a child’s mind allows our imagination to fly.
This campaign featured heavily on social media formats.
Using multiple variations to connect with viewers, the video stats on brand recognition and memorability were extremely high.
We even created a bespoke Te Reo version that played during Maori Language Awareness week, on both broadcast and social.
AXIS AWARDS
Finalist in Craft – 2D Animation
Workplace Essentials
In the workplace, women are often interrupted, ignored, and mansplained to, and made to feel undervalued, undermined and disrespected.
Introducing Break The Bias Notebooks, designed to empower women to speak up against gender bias, so all women can thrive at work.
AXIS AWARDS
Finalist in Product Design – Non Tech
Live More Cosy
The Warehouse, NZ’s largest retailer encouraged Kiwis on a budget to ‘live more cosy’ during winter. A classic retail spot that highlights low prices on winter essentials, to get their cosy on, in a snap.
This campaign creative was seamlessly executed across tv, social, digital and in-store various platforms.
Big Blue Sale
Warehouse Stationery revitalised its renowned Big Blue Sale retail TVC by introducing a new P&P spot, designed to enhance the brand’s aesthetic and foster increased audience engagement.
This creative became a long standing template for Big Blue Sale, seamlessly executed across multiple customer touchpoint.