SHOWCASE

SITUATION

At Optimo Design, I supported the launch of Atomica, Priceline Pharmacy’s youth focused breakout brand designed to appeal to customers typically shopping with Mecca and Sephora. The Atomica rebrand was driven by Houston Group and Whippet Designs, with Optimo responsible for implementation. At the same time, Optimo was in an active handover phase of the core Priceline brand from SBM Marketing. Launching an entirely new sub brand during this transition added a significant layer of complexity as the team was still finding its footing with Priceline’s systems, standards and workflows.

ACTION

I interpreted and extended the Houston and Whippet style guides, creating a wide range of production ready assets and templates that were not yet defined. I helped bridge the gap between high level brand intent and day to day execution by shaping the structure and visual flow of Atomica EDMs, designing digiPOS and animated screen content, and producing static and animated assets for socials and web graphics. I created clear, repeatable templates and motion rules that reduced friction, supported Optimo during the handover period and built confidence before work was transitioned to the overseas design team.

RESULT

Optimo was able to successfully launch Atomica while continuing to stabilise the Priceline brand handover. The assets and templates I created enabled faster turnaround times, reduced ambiguity and ensured alignment across EDM, digiPOS, social and web channels. This groundwork gave Optimo a strong operational foothold with the Atomica brand and supported a smooth transition to offshore production without compromising quality, consistency or launch momentum.