A small selection of what I’ve worked on at Chemist Warehouse NZ.
CW Monthly Catalogue
February 2026 - Valentine’s Day Theme
I worked on the visual theme and supporting campaign collateral for Chemist Warehouse NZ’s February 2026 catalogue, a monthly, large-scale project that took around 3 weeks from initial concept through to final rollout. This is a monthly project that rotates within our team, with one designer responsible for overseeing the creative delivery for that month.
The 40-page catalogue followed a highly templated format, with multiple rounds of stakeholder feedback, external pharmaceutical regulatory checks and sign-offs along the way. A significant part of the process involved working through hundreds of supplier-provided product images and artworks, many of which required editing and refinement to meet the brand’s visual standards, production requirements and templates.
One of the bigger creative challenges for me was finding a balance between my preference for clean layouts, clear visual hierarchy and breathing room, and stakeholder expectations for fuller, busier pages that showcased as many products and promotions as possible. This pushed me to adapt my design approach to the realities of a fast-paced, price-driven retail environment while maintaining readability, consistency and attention to detail.
Following the rollout of this Catalouge and the next few months, and as part of an evolving internal process, the development of the catalogue theme artwork was subsequently returned to the Australian team to support future issues and maintain greater alignment across markets. While this meant the creative development process shifted back to Australia, the project gave me valuable insight into the complexities of cross-market creative workflows and the role of internal processes in shaping how campaign concepts are developed and delivered. The supplier spot layouts still sit with our New Zealand Team.
Once finalised, the campaign was rolled out across in-store POS, EDM, social media and digital channels. Working alongside the Store Operations, Marketing and Social teams, we brought the February catalogue theme to life across the campaign’s various customer touchpoints.
Baby Week Campaign
Baby Week Sale & Bundle of Joy Gift with Purchase Campaign
I worked on the creative development and rollout for Chemist Warehouse NZ’s Baby Week Sale and accompanying Bundle of Joy baby bag gift-with-purchase campaign, designing both the baby bag artwork and supporting campaign creative across multiple customer touchpoints. This was the first concept at Chemist Warehouse that I was able to take full ownership of, developing the creative from initial concept through to final artwork and campaign rollout.
The project was a chance to have a little more fun with the design direction and explore a playful, engaging visual style while still working within the established Chemist Warehouse brand. As illustration isn't my core skill set, I sourced and incorporated stock illustration to help bring the creative vision to life, building the wider design around it to create a cohesive and engaging campaign.
We chose to carry the same creative theme across both campaigns, helping to build consistency and lay the foundations for a more recognisable visual identity for future baby promotions.
It was also an opportunity to demonstrate to internal stakeholders that promotional retail creative can be both commercially effective and thoughtfully designed, with personality and visual appeal without losing sight of the messaging or brand requirements. Rather than treating each promotion as a separate piece of creative, the aim was to create a cohesive look and feel that connected the baby bag, promotional messaging and supporting campaign assets.
I adapted the creative across digital, social and in-store formats, ensuring the campaigns felt connected while clearly communicating the Baby Week Sale offers and the Bundle of Joy gift-with-purchase incentive. Overall, the project gave me the opportunity to take creative ownership, explore a more playful approach to retail design and demonstrate the value of consistent creative direction across related campaigns.
With campaigns often requiring a wide range of assets for external advertising platforms, the rollout involved creating multiple variations across different formats. For our owned social channels, I worked closely with our animator, Tristin Hull, to bring the illustration to life, adding another layer of personality to the campaign. This animated creative later helped inform the direction of the externally produced TVCs, allowing the visual theme to carry through across additional campaign touchpoints.
Event Collateral
