Myer required the translation of its refreshed visual identity into a comprehensive, scalable design system. The core challenge was to build a technical framework that could manage the complexity and high volume of retail communications while maintaining an elevated, fashion-forward aesthetic across all touchpoints, ensuring consistency, accessibility, and mobile-first adaptability.

We developed a dual-purpose design system that acts as both a technical framework and a brand re-expression. Featuring a flexible suite of modular components from editorial heroes to product grids and mobile app screens. Every detail such as typography, spacing, colour and accessibility were calibrated for aesthetic clarity and commercial drive. Crucially, we integrated this into an Email Campaign Builder for drag-and-drop efficiency and developed a bespoke, DAM-connected design automation system to instantly generate complex catalogue and email layouts.

The project delivered massive operational efficiency and significantly elevated the brand's aesthetic. Marketing teams gained empowerment, eliminating design bottlenecks. Brand consistency was maintained at scale, transforming transactional emails into cohesive, editorial communications. Most notably, the design automation system radically streamlined catalogue production, achieving instant, high-precision layouts across hundreds of pages and resulting in substantial gains in speed and resource efficiency.