With a huge volume of communications moving at speed, Tesco needed a clearer and more consistent visual structure. The challenge was to introduce a system that could bring order without limiting flexibility. Led by Andy, a modular design system was developed to establish clear rules around layout and typography.

I worked closely on the development of the “Dynamic Aisle” — a flexible logo lozenge designed to adapt for seasonal toolkits, partner branding, and pack integration. The system was applied across OOH, display, trade, and motion, helping create a more unified and scalable visual language.