I helped lead the creative development of campaigns and design systems for Tesco Mobile, establishing a more contemporary, digital-first brand execution. This included exploring new ways to engage customers with monthly phone deals through innovative use of photography, art direction and motion across digital screens. Alongside this, I developed a Figma design system built around reusable components, templates and clear usage principles, enabling teams to work more efficiently while maintaining creative flexibility and consistency.

My role also involved art direction and design across key campaigns, including the Tesco Mobile x Apple iPhone 18 Pro launch, bringing the refreshed brand expression to life across digital, retail and in-store experiences.