OVERVIEW: As the Art Director on this project, I led a cross-functional team of designers and copywriters to re-launch PCO Go, an interactive in-store program designed to boost customer engagement and drive redemption rates. Working closely with a project manager and production team, I oversaw and contributed to the creative development of a comprehensive signage package that spanned window posters, t-stands, coupon boards, innovative signage pieces and digital screens. My role required balancing multiple deadlines and adapting to shifting priorities while ensuring the campaign delivered both clarity and excitement, educating customers on game mechanics while creating urgency and anticipation around the rewards.
The first roll-out, earlier in 2025, provided valuable insights that informed the May 29 – June 12 launch, which was later extended into August based on its strong performance. By aligning creative execution with key marketing objectives (clear wayfinding, bold messaging, and standout offers), I helped shape an immersive in-store journey that elevated awareness, increased participation, and ultimately exceeded expectations for customer engagement.
| Category | Campaign | Skills | Creative Leadership, Strategic Problem Solving
| Tools Used | Illustrator, InDesign, Photoshop, Miro
| Tools Used | Illustrator, InDesign, Photoshop, Miro
In-Store Signage
Using Miro for Team Collaboration
With the team spread across Canada, one of the primary challenges was maintaining alignment and visibility across all stages of the campaign. To streamline collaboration, I developed a dedicated Miro board that served as a central hub for planning and communication. This allowed me to map out signage concepts, organize reference photography, and clearly assign tasks and questions to individual team members; ensuring nothing fell through the cracks as we advanced through each phase.
