Tesco | Baby Club brand refresh

This content-led membership programme needed an updated look and feel to ensure it felt fresh, relevant and stood out in an increasing competitive digital space.

My recommendation was to commission and create instead of relying upon stock imagery – and inject more colour and fun into everything. We reviewed how we approached photography and who our audience really were, before setting up a small but invaluable in-house photographic studio.

Illustration, animation and hand-drawn typography were introduced, and we also re-shot existing recipes with a vibrant and playful new aesthetic.