Distinctive brand assets
Project: Westpac Visual Design
Client: Westpac Bank
Role: Visual Designer Lead
I led the visual design for Westpac campaigns across a range of products and audiences, using AI to rapidly concept and produce campaign imagery at scale. Partnering closely with Art Directors, I developed a flexible visual system designed to work seamlessly across social, digital, and print.
Westpac required a high volume of campaign assets across multiple product streams, each targeting different audiences and channels. The challenge was to maintain a consistent visual language while enabling fast, efficient production at scale.
Firefly-powered production
AI became a core part of the creative and production process. Starting from Art Director scamps, I used Adobe Firefly to rapidly explore, generate, and refine visual directions. This allowed for faster iteration, reduced production overhead, and the ability to scale outputs while staying aligned with Westpac’s brand standards.
The approach enabled rapid campaign rollout across multiple product categories, improving production efficiency while maintaining a high level of visual consistency.
Execution
The final system was deployed across social, digital, and print, with assets designed for adaptability and motion. This enabled campaigns to scale efficiently across formats while maintaining a cohesive and recognisable visual identity.
