PROJECT
At Optimo Design I supported the launch of Atomica, Priceline Pharmacy's youth-focused breakout brand built to compete with Mecca and Sephora. Houston Group and Whippet Designs led the rebrand, with Optimo responsible for implementation. This ran alongside Optimo's active handover of the core Priceline brand from SBM, so launching a new brand mid-transition meant the team was still finding its footing with Priceline's standards and workflows.
ACTION
Working with the Art Director, I interpreted and extended seasonal and campaign style guides into production-ready templates, devices and assets for the wider design team. My role bridged brand strategy and day-to-day execution. I defined the structure and flow of Atomica's digital assets across EDM, digital signage, screens, social and web, building reusable templates and motion rules the overseas design team could pick up easily. I also rationalised the handover documentation, created missing key assets, and established file management, revision and approval processes.
RESULT
Visual standards returned to pre-handover consistency and timelines recovered, which rebuilt Priceline's confidence in the transition. The templates enabled faster turnarounds and clear alignment across EDM, digiPOS, social and web. The backlog cleared, the offshore team came up to speed, and Optimo launched Atomica while regaining its footing on the broader Priceline account without compromising quality or momentum.
ABOVE GIF banner
RIGHT Priceline EDMs announcing the launch of atomica and introducing their own visual language and branding before the brands diverged
BELOW Social
ABOVE POS digital screens
ABOVE oOh! advertising
ABOVE Social carousel