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