Soul Origin
About:
Soul Origin is the fifth-largest franchise in Australia, covering all states. They offer a fresh and quick option amidst the fast-food sector.
My role:
Brand guardian and visual communicator for the marketing team. Designed the award-winning loyalty program, loyalty app, catering platform and e-commerce websites. Director of photography for all campaign shoots and in-store.
Problem:
During early 2020, Soul Origin grew frustrated with outsourcing their branding and digital campaigns to agencies, so they decided to bring it in-house.
Key contributions:
Led the in-house design transition – Became the first in-house designer, establishing brand consistency and streamlining creative workflows
Designed and launched the loyalty program – Created visuals and UX for the digital loyalty platform, driving customer engagement and repeat purchases
Developed the catering portal – Designed a seamless, user-friendly online ordering system that increased catering sales.
Revamped brand Identity across all channels – Ensured cohesive brand messaging and visuals across digital, print, and in-store experiences
Optimised digital advertising – Created performance-driven digital assets for paid media campaigns, improving conversion rate
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The core idea is:
Stash files for a short period, share them instantly, then let them disappear after 24 hours.
TECH STACK: CODEX | FIGMA | VERCEL | GITHUB | SUPABASE
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Rather than functioning as another live score website, the dashboard rethinks how users consume football information the following morning. The experience is centred around one question:
"What happened while I was asleep?"
TECH STACK: CODEX | FIGMA | VERCEL | GITHUB | SUPABASE
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