Tesco's communications are vast, fast and unfortunately — were suffering from a bad case of the inconsistencies. A firm but flexible solution had to be introduced. I led the creation of a comprehensive design system that covered everything from layout and typographic guidance, while introducing the idea of the 'Dynamic Aisle' as the cornerstone of the system — a dynamic logo lozenge that flexes to allow seasonal toolkit integration, partner logos and packshots. This system worked across OOH, display, trade and in animation.