Bespoke campaign pages and branded zones for Asda.com — from experiential hubs with live competitions to fully custom supplier brand pages.
Overview
Bespoke campaign pages and branded zones for Asda.com — working closely with major FMCG suppliers across Experiential Hubs and Branded Zones, from concept through to front-end build.
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. The project had to balance the Sales Team's demand for measurable ROI with Senior Management's expectations for brand consistency and scalability.
Process & Approach
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 on board was the King's Coronation event — I designed the initial iteration from wireframes through to build, incorporating supplier product showcases and an interactive "Find the Winning Window" instant-win competition.
With that success proving the format, I mapped out a cross-channel user journey to ensure each entry point — whether from a seasonal event page, sponsored media, or the Asda Rewards app — delivered a consistent experience while supporting different user intents, from product discovery to competition entry.
Cross-channel UX flow mapping how users entered the campaign experience across the Asda ecosystem.
Wireframing & Stakeholder Sign-off
Before development I produced responsive desktop and mobile wireframes to validate layout hierarchy, navigation patterns, and campaign structure with senior stakeholders and supplier teams — reducing revision cycles and establishing a reusable framework for future hubs.
Desktop and mobile wireframes created in Figma and presented to senior stakeholders for sign-off.
Results
The Coronation page proved the format—transforming a one-off pitch into a highly engaging commercial engine. These hubs not only boosted profits by opening up a new revenue stream, but they also became a regular, standalone offering for major FMCG suppliers.
1.1M+Competition entries (Lunar NY)
25%Increase vs previous campaign
1MClicks from Rewards App
"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 ManagerMars
Branded Zones
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.
Design Consultancy
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 BuchananE-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-BishopAssociate Trade Marketing Manager, The LEGO Group UK/I.
