Scaling a Multi-Channel Campaign
Project: Pay With Points
Client: Westpac
Role: Visual Design Lead
Westpac Altitude introduced a simple but powerful change: points could now be redeemed anywhere, anytime via an in-app toggle. With cost-of-living pressures mounting, we reframed that capability into a human truth, creating a campaign around the idea “When you don’t spend cash, it feels free.”
I led the visual design for Westpac's Pay with Points campaign, developing and rolling out creative across multiple channels and formats. Designed as an integrated campaign system, the work spanned digital, social, out-of-home and motion, ensuring consistency across every touchpoint.
The execution
The scale of this campaign required a rigorous and consistent design system that could flex across a wide range of formats. Static executions included OOH and tram advertising, while motion extended across social content, digital banners, a Spotify audio ad, and an Uber placement. eDMs and a dedicated promotional video were also produced. Multiple visual versions were developed across the campaign, each adapting the creative to different contexts while maintaining a consistent look and feel across every touchpoint.
Promotional video
As Design Lead, alongside the Creative Director, I oversaw the promotional video from brief through to final delivery, ensuring the storyboard and visual direction stayed true to the campaign and consistent across the full rollout.