MIMCO

MIMCO is part of Country Road Group. For five years I designed across all of its digital channels: the website and app, landing pages, emails, social, reels and out-of-home for each season’s campaigns.

I took each campaign from the first concept through to final artwork, starting from the season’s photography and making sure it worked everywhere, from a phone screen to a billboard.

Precious Earth, the campaign shown here, ran across the homepage, a landing page, a full set of display banners, fifteen social stories and the emails. The brand’s fonts, colours and tone were already set, so the job was making every new piece feel like it belonged.

Retail moves quickly. Everything had to be right the first time, on schedule and in a dozen formats.

That’s where I learned to design in systems rather than one-off layouts, and it’s how I work with small businesses now. Set the rules once, and everything after that is quicker, cheaper and more consistent.