As the HealthPost Group expanded, each brand needed to feel distinct while remaining efficient to produce.
Creative quality couldn't depend on starting from scratch for every campaign.
We needed creative systems that balanced consistency, flexibility and speed.
Creating a scalable creative system
MY ROLE /
Co-designed websites and led production leadership, including responsibility for improving how creative work was planned, structured, and delivered across the team.
This included:
Established unique scalable design systems and asset structures for each of the three brands
Create visual rules that strengthened consistent work by designing templates that enabled easy and brand-aware outputs, while empowering the team to have creative flexibility
Developed workflows to enable hundreds of assets to be resized and named quickly
Supported the team manage high-volume production across multiple brands
The creative system we developed
THE CHALLENGE /
Redesigning and supporting three e‑commerce websites required managing a high volume of creative output while maintaining consistency across web, email and campaign assets.
With over 1000+ images required per site, the complexity wasn’t just production. I ensured the work stayed structured, consistent, and efficient under constant delivery pressure.
WHAT I DID /
Rather than treating this as a production challenge, I focused on creating clarity and repeatability in how work moved through the team.
Creative systems
Established consistency through structured asset libraries, templates, and reusable design components for each brand.
Workflow improvement
Introduced clearer organisation of creative requests and production flow, improving visibility and reducing friction in day-to-day delivery.
Cross-channel consistency
Ensured design systems translated effectively across e-commerce, email, and campaign touchpoints.
Operational support
Helped the wider team manage high-volume production demands during large-scale website redesigns and platform migrations.
THE OUTCOME /
The result was a more structured and scalable creative workflow that supported simultaneous delivery across three e-commerce brands.
Key outcomes included:
improved consistency across brand outputs and channels
more efficient asset production and campaign delivery
reduced friction in workflow and production processes
stronger alignment between creative teams and business needs
increased capacity to handle high-volume e-commerce output
System in practice: website evolution
Consistent campaign execution at scale
