Web · UX · Campaign
Asda’s existing Branded Zones were highly effective but expensive, meaning suppliers typically only bought in when they had a specific campaign to promote. I identified a gap in the product offering and saw an opportunity to create something more accessible: a multi-supplier, event-led page that Asda would own editorially.
The goal was to complement in-store events and drive high-volume customer engagement around seasonal moments, while opening up a net-new revenue stream for the business. Ultimately, the project needed to balance the Sales Team's demand for measurable ROI with Senior Management's expectations for brand consistency and scalability.
I pitched the concept of an "Experiential Hub," where suppliers could participate at a lower cost by simply nominating products and providing basic assets. The catalyst for getting stakeholders fully on board was the King's Coronation event. I designed this initial iteration from wireframes through to build, incorporating supplier product showcases and an interactive “Find the Winning Window” instant-win competition.
Recognizing the potential to scale this success, I pushed the format as something we could execute regularly for other major Asda events. I developed a reusable template system that could be adapted for campaigns like The Big Night In and Christmas, ensuring we could deliver rich visual content to Asda's brand standards without starting from scratch each time.
Early wireframes for the King's Coronation hub, which served as the successful proof-of-concept.
The Coronation page was an overwhelming success and proved that this template could redefine future product offerings. As a result, Experiential Hubs became a standalone, recurring product in Asda's commercial offering, running across major calendar events throughout the year.
More than the impressive numbers, what I'm most proud of is that I saw a commercial opportunity, designed a scalable solution around it using the Coronation event as a springboard, and turned it into a recurring revenue stream for the business.
"Just wanted to say that I (and the team) really love this Lunar New Year activation that is live and we are really pleased to be a part of it! It looks amazing & we would be eager to take part in future activations like this!" — Account Manager at Mars
Web · Branding · Design Consultancy
Asda offers two tiers of bespoke pages to suppliers: Simple and Complex Branded Zones. When suppliers had limited design resources, I created fully bespoke designs on their behalf — collaborating closely to understand each brand's identity, goals, and audience.
In addition to building pages, I acted as a design consultant for leading brands — creating wireframes, developing customisable templates, and guiding suppliers through the process of building brand zones that met Asda's standards while achieving their own brand goals.
"Highly recommend Nick. We worked together to develop and push the boundaries of what was possible in our Cadbury brand zone. Nick was creative, adaptive, agile and knowledgeable of what could be possible, which allowed us to deliver an exceptional brand page — industry leading." — Caroline Buchanan, E-commerce Customer Development Manager, Mondelez (Cadbury)
"Nick was great to work with! He balanced the ASDA Christmas campaign visuals and LEGO Holiday campaign visuals perfectly. Nick delivered an incredible digital activation, and I hope to work with him again soon." — Jonathan McRobb-Bishop, Associate Trade Marketing Manager, The LEGO Group UK/I.