COLES

THE TASK

Coles required a comprehensive safety program for more than 1,800 delivery drivers across Australia. The scope was massive: e-learning modules, animation, training material, collateral, and merchandise—all needed to launch before end-of-year peak season. When the timeline started slipping, I stepped in to manage the design team and get us back on track.

THE IDEA

The creative platform centred on Agent C: a tongue-in-cheek callback to a key human insight that many drivers felt they did not always have the agency to make safer decisions on the road. So, we turned them into Agents — equipping them with the know-how, confidence and practical tools to make the safer call in the moments that mattered. Rather than treating safety as a dry list of policies, we framed the program as a mission, giving drivers clear behaviours to observe, practise and carry into every delivery. The idea created a strong visual and verbal hook, helping unify e-learning, animation, team talks, facilitator guides, environmental collateral and merchandise under one recognisable campaign world.

THE PROCESS

As project lead and the lead strategist, I mapped the full workload, identified bottlenecks, and restructured delivery into concurrent work streams so multiple pieces of work could progress simultaneously. I coordinated a team of four designers, two animators, and 2 copywriters, allocating tasks based on individual strengths and daily delivery milestones. Communication was key, I worked proactively to identify and resolve issues early. We delivered on time with all materials ready for launch. Watching the team come together under pressure, have each other’s back and actually get it done was one of my proudest career moments to date.

THE DELIVERY

• e-Learning modules
• Team talks
• Animation
• Facilitator guides
• Environmental collateral
• Social tiles, digital screens and website assets
• Merchandise

MY ROLE

• Creative strategist / Creative director
• Copywriter
• Script writer
• Researcher
• Quality control