Myer
A new TOV
I established and implemented a new online tone of voice for Myer. The TOV had to work alongside Myer’s marketing language while allowing the flexibility required for the digital space.
A new CMS
I led a team that designed and implemented a new CMS for the Myer website. This involved researching business and user needs, establishing design and copy principles for all use cases.
A new check-out experience
I worked with designers, developers, product owners and UX leads to help create a new check-out experience for Myer.
Nike Metcon Mack
Nike enlisted six of Australia’s best female athletes to motivate women on a 10-day road trip down the east coast. Travelling in a Metcon-branded, double-trailer Mack truck fitted with a custom gym, Nike invited members of the public to come and sweat it out together.
During each workout, trainers were on-hand with an app to help track and store the results of each workout. The app experience had to be seamless and intuitive, the app navigation almost invisible. With Nike’s strict TOV and brand in mind, it also had to be energetic, motivating and athlete-forward.
Nike NTC Tour
A personalised event-day app
The Nike NTC tour saw thousands of women in three cities come together to take part in a day of fitness. We created an app that contained each attendee’s personalised schedule and event-day info.
The experience
The copy had to make the experience feel both exciting to use and easy to navigate while adhering to Nike’s strict brand tone and copy guidelines.