I’ve built and delivered various apps, worked on implementing global brand identities, designed global governance frameworks, developed product strategies, and hosted countless workshops to align teams, from start-ups to global orgs, towards a single strategy and vision.
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Digital Transformation
AKQA Amsterdam lead a multi-year project to transform how Toyota customers can discover and configure a car. The new experience reflects an innovative, modern, and cohesive approach to storytelling - something that isn’t common amongst Toyota’s competitors.
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The ask from Toyota Motor Europe was two-fold:
To create a simple, transparent and seamless experience on Toyota and Lexus EU websites, aligned with business transformation goals
To design and implement a new digital governance framework that enables collaboration and constant optimisation between central and local digital teams
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There was an 80% customer drop-off rate in the early stage funnel and a 3.3/5 customer satisfaction rate.
Internally, markets were operating in siloes and delivering inconsistent experiences that didn’t leverage pan-European best-practices.
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Customer focus: To design and deliver an elevated and modern experience and service blueprint for customers configuring a car.
Internal focus: To restructure their governance framework to put customer needs and data performance at the centre of their roadmap while simultaneously breaking down market siloes through training and upskilling in product and experimentation.
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The new experience was successfully rolled out to all 29 markets within months.
The new experience and governance structure paved the way for a new standard in creating a service blueprint. Since the launch in 2023, 3 additional blueprinted experiences have been developed.
Social Transformation
The Coca Cola Companies social operations were falling behind internal and external changes. The global effort was a collaboration between multiple agencies and markets to help realise central solutions at a local level while ensuring high quality results with optimised operational efficiency.
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The solve The Coca Cola Company’s challenges in delivering high quality social craft, while simultaneously simplifying their social ecosystem and streamlining their social ways of working.
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The social landscape has shifted significantly and TCCC’s operation was not keeping up with the social, political, technological, and economic shifts. Internally, the entire operational ecosystem had grown matrixed and bloated.
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We rebuilt social capabilities and systems to aid in delivering relevant value to target audiences across the TCCC brands' social activities around the world while increasing marketing efficiency, impact & velocity.
This included:
An updated and expanded social playbook
A new OKR framework
A new community management playbook
Resourcing and team capacity plans
Regional implementation plans
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The new social playbook, community management process, and resource plans were launched to all 9 regions and their respective markets.
Virtual Studio
The Lexus virtual content studio proved that producing creative content at scale didn’t have to break the bank. In partnership with 3DS, AKQA Amsterdam built 3 virtual studios that produced creative assets for multiple digital channels for the Lexus NX.
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To create sales and promotional assets for the Lexus NX that achieve: quality, low cost, scalability, and reusability.
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Content needs are changing and a person now expects to see 8+ images before making a purchase decision online (CMO Council). Additionally, the diversication of content needs has tripled in the last 5 years (Gartner).
Within Lexus, above-the-line assets, originally made for external OOH marketing purposes, were being used across online channels.
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3 virtual studios that generated images and videos comprising of detailed close-ups, wide panning 360 views, and safety feature videos.
The studio used a virtual twin of the car in a GPU-based cloud render engine.
Each assets produced could easily flex between the trim, colour or power train in hours, not months. The assets are reusable by simply reopening the file, adjusting camera angles, then pressing render.
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500+ images and 100+ video at 25% of the cost. We produced over 4x the amount of assets Lexus could previously produce.
There’s no longer a need for a real car or a real shooting location.
This virtual studio is now primed for future car releases.
Uber
Many have used Uber to either get a ride, order a meal, or to earn money. Partners should be able to do this without a hitch - but that wasn’t the case for many potential partners in the APAC region. Challenges like accessibility, tech literacy, and a sub-optimal funnel made solving this a business priority.
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To improve the driver- and delivery-partner funnel in order to increase the number of partners who sign up to taking their first trip in the APAC region.
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Several friction points along the sign-up funnel were preventing driver- and delivery-partners from taking their first trip quickly.
This results in a high volume of drivers turning up to Greenlight Hubs to resolve their problems in person.
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A multi-year project, working closely with Community Operations, Operations, and Product to redefine the end-to-end partner funnel.
The project aimed to redefine the flow, identify key frictions points, and experiment (A/B test) various solutions from improving how partners submit documents to using more accessible and visual content along the flow.
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40% increase in partners completing the funnel across APAC.
Index Exchange
In collaboration with Egg, With You develop the New Index Exchange. Index Exchange has played a leading role in revolutionising programmatic advertising around the globe. The business required an evolution of their brand to help best position them for a bright future ahead.
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To develop an entirely new global brand identity to bring to life Index Exchange’s new mission to “Accelerate the ad technology evolution.”
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Differentiation in the market is a challenge - it’s saturated and competitors offer similar benefits.
The current brand no longer reflected their position as a global tech business and customers were using the past tense when talking about Index Exchange as a thought leader and innovator.
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Through design, strategy, and language we developed a brand built for an optimistic and future-facing marketplace. This included a new logo, colour palette, design system, tone of voice, illustration library, and brand playbook,
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The new global brand identity was first launched at the Cannes Lion Awards in 2022 and subsequently implemented globally across all websites, social platforms, and advertising and sales channels.
Good Ways Deli
Good Ways Deli is a deli in Redfern, Sydney. It was dreamt up by good friends Tom and Jordan, two locals versed in the Sydney food scene. Every touchpoint celebrated the local experience, and everyone in some way became part of the Good Ways family.
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To develop a brand identity that put the community at the centre.
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Cafes in Sydney are a dime a dozen and locals love having a “local”. Amplifying authentic ingredients and deli classics that GWD sought to produce was going to be a key differentiator.
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We ditched the typical identity approach in favour of something more open, flexible and organic.
We produced a new logos, a new type face, print & packaging and new brand messaging rooted in honesty and nostalgia.
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The success of the brand identity and activation earned them the name of “One of the best sandwiches in Sydney” and opened a second location only a year after the first cornershop opened.
Voly
An Australian-founded grocery delivery service that gives you back your time, so you can do more of what you love. The new brand system looked to uplift the brand’s Australian roots and mission to deliver your groceries in 15 minutes or less.
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To develop a brand strategy and identity that spoke to Voly’s vision to revolutionise the way people shop in Australia.
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Fuelled by Sydney’s lockdown during the pandemic, the online grocery was a $7 billion booming market.
European competitors were looking to enter the market so focusing on Australian roots and Sydney-siders preference for supporting local grocers and consuming local food was key for differentiation.
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Through a series of discovery workshops, we developed a brand strategy centred around the brands’ Australian roots.
We used a location-based strategy as we developed the voice to demonstrate that as a business born and bred in Australia, Voly truly knew its customers and stocked the local products they really love.
The brand design was inspired by the typical local corner shop with its traditional signwriting, bright colour palette, and attention-grabbing calls to action. Speed stripes were introduced as framing devices which paid homage to the traditional black and white checkered racing flag.
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Despite initial success and popularity of the localised social and messaging strategies, Voly unfortunately close its doors a few years later.
eBay Ads
eBay Advertising partners with brands and sellers seeking to reach new audiences on the global e-commerce site. We worked with eBay Advertising to recalibrate their identity — differentiating the brand from eBay.com and helping to communicate to a more specific audience.
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To develop a brand identity and strategy that celebrates the human side of e-commerce.
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The existing eBay Advertising brand wasn’t communicating the value of advertising on the platform, and global inconsistencies in messaging and visual identity were impacting brand integrity.
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Collaborating with teams across regions, we ran workshops to uncover what they do, and what sets them apart in the industry. eBay Advertising’s ability to humanise data and ‘get a true understanding of people through the way they shop’ emphasised their focus on people’s unique passions.
We developed a new website, new personas, animation, illustrations. and sales tools. The new brand strategy and design system paid homage to eBay’s legacy but is still versatile and full of personality.
To unite teams around the world behind the new brand, we created launch packs including special guides that introduced the brand and showcased best practice.
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The new brand identity was rolled globally and recognised as a brand strategy that honours the human side of e-commerce. It celebrates eBay Ads’ commitment to serving their community and passion to help people find more than what they search for.
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“Creating and executing the eBay Ads brand work was no easy task, but the team at With You really stepped up to meet the challenge. At every step of the way, they delivered thoughtful and informed recommendations, creative solutions and in the end, a brand that we know will stand the test of time.” - Julie Longmire, Head of Strategic Solutions, eBay Ads
Flare App
Flare’s vision is to help every business make pay and benefits fair for every worker. The Flare app, built and launched in 6 months, aimed to make these benefits accessible from your back pocket.
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To build and launch the first Flare employee benefits add including the launch of Flare’s first debit card.
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The cost of living is continually on the rise and not all employers (think hospitality owners, service workers, etc.) can afford an employee benefits program to support their people. Most don’t have a HR representative on the payroll.
While employees could access a range of benefits via desktop, they were not accessible on mobile, making it difficult to use these benefits when people really need them.
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The app was built, developed, and launched within 6 months.
The app gives people access to over 9000 retailers and the app has been made available to more that 100,000 Australian businesses.
