Company
SERVICES
Branding
Email Marketing
Scope
4 Weeks (March 2022)
Role
Sole Internal Designer
Stakeholders
Pascale McBain, Head of Customer Experience
Mathew Sposaro, Marketing Executive
Iona Shearer, Digital Lead
Deliverables
Landing Page
Social Media
Email Marketing
OOH Marketing Campaign
Point of Purchase (Digital & Print)
Wittner Retail Australia is one of the nation's leading footwear brands dedicated to empowering confidence in a woman's every step.
Impact
23%
increase in Social Media Engagement
18%
increase in Branded Search Volume
11%
increase in Share of Voice
Challenge
How might we reconnect Wittner with its mission of female empowerment?
Problem #1
Diluted Brand Narrative
An overemphasis on fast-fashion promotions had eroded Wittner’s core narrative of empowering women. Survey insights revealed customers were disassociating the brand from its mission to champion female empowerment.
Problem #2
Societal Bias and Disconnection
This challenge was compounded by societal bias: 1 in 3 Australians believed women faced barriers in economic, political, or educational spheres (genderequality.gov.au). Wittner needed to realign its brand story, rebuild emotional connections, and reaffirm its commitment to breaking biases.
Solution
As the sole internal designer, I led the “I Am More” campaign for International Women’s Day 2022. This multi-platform initiative delivered across a landing page, social media, email marketing, OOH advertising, and point-of-purchase materials (digital and print), reconnecting Wittner with its audience.
A Visual Language To Champion Inclusivity
Each element was intentionally designed to challenge stereotypes and celebrate diversity:
Nude and brown backgrounds symbolised inclusivity
Clean white typography conveyed clarity and confidence
Minimalist colour palette ensured focus on message and imagery
This cohesive approach allowed the campaign’s message to resonate deeply with our female audience, delivering a unified and memorable brand experience across all platforms.
Foundry
Google Fonts
Style
Sans Serif
Weights
Medium
Black
Foundry
Google Fonts
Style
Serif
Weights
Italic
Fair
HEX
#C39D86
RGB
195, 157, 134
CMYK
36, 28, 43, 0
Deep Brown
HEX
#724333
RGB
114, 67, 51
CMYK
64, 64, 65, 60
White
HEX
#FFFFFF
RGB
255, 255, 255
CMYK
0, 0, 0, 0
Landing Page
OOH Posters
Email Marketing
Multi-Platform Approach
To maximize reach and engagement, the campaign leveraged multiple channels, including:
Thought-provoking retail displays
Compelling social media posts
Eye-catching OOH posters
Informative landing page
By utilizing these diverse platforms, we ensured our message—challenging gender, racial, and cultural prejudice—resonated far and wide, fostering engagement, awareness, and collective action.
Instore Window Display
Instore Digital Screens
Social Media
OOH Poster
Summary
KEY LEARNING #1
Adapting to audience feedback
Early feedback revealed that some visual and messaging elements didn’t resonate equally across all audience segments. For example, younger audiences engaged more with social media content, while older demographics responded better to email marketing.
Solution: Audience testing is needed earlier in the design process to tailor content more effectively to different demographics.
KEY LEARNING #2
Overcoming personal bias in design.
The campaign was an opportunity for the team to confront their own unconscious biases during the design process. For example, initial concepts unintentionally leaned toward stereotypical representations of empowerment.
Solution: Incorporating diversity and inclusion workshops into the design process to ensure more authentic and inclusive storytelling.
COMPANY FEEDBACK
"Her creativity and attention to detail not only elevated our brand but also set a new standard for how we approach purpose-driven campaigns."
Pascale McBain
Head of Customer Experience, Wittner Retail Australia
