Developed digital asset guidelines to strengthen visual consistency and brand alignment.

Role:

Digital Designer

Company:

Countdown (now Woolworths NZ)

Year:

2023

Skills:

  • Digital asset guidelines

  • Brand alignment

  • UX standards

  • Cross-team collaboration

  • Template design

  • Responsive design

  • Accessibility

  • Documentation

Tools:

  • Figma

  • Photoshop

  • Zeroheight

  • Jira

  • Miro

During my one-year contract with Countdown (now Woolworths NZ), I initiated and led the development of comprehensive digital asset guidelines specifically for the website. The goal was to strengthen visual consistency, ensure brand alignment, and streamline asset management across all digital content on the website.

Brief

The existing system was basic, lacked detail, was inconsistent in sizing, and was missing many digital assets, resulting in uneven outputs across internal teams and external agencies. There was a clear need for more specific guidelines tailored to the website's requirements, including clearer visual standards, better structure, and scalable templates to support the high volume of digital content being produced. Collaboration across multiple teams, including digital designers, UX designers, content specialists, and stakeholders, was essential to ensure the system worked across use cases.

Challenge

I led the refinement and expansion of the digital asset guidelines, focusing specifically on the website, by creating detailed, scalable guidelines and templates for use by both internal teams and external agencies. I defined core visual elements such as typography, imagery, spacing, and brand colours, and outlined specifications for file formats, safe zones, breakpoints, and layout consistency to ensure a cohesive user experience across the website.


Working in Figma and Photoshop, I designed reusable templates and built structured frameworks that made the system easy to understand, apply, and download. These were published in Zeroheight, offering a centralised, accessible platform where internal content managers and designers could review and assess assets confidently. The platform also made it easy to track changes and share the most up-to-date standards with external agencies.


While I left before the full rollout, a large portion of the work was completed during my time, including the design, structure, and written guidance. The system was later extended to reflect the rebrand to Woolworths NZ, with additional updates made after my departure.

Solution

Explore the current state of the digital asset guidelines and how the system has evolved.