WooliesX
Greenhouse Collective In-House Agency
Greenhouse Collective is an Integrated Capability Model that is part of the Woolworths Group. It's a center of creative excellence, powered by a collective of both internal and external agency partners who support our practitioners in applying their craft and capabilities, to solve and achieve goals.
My Role
In my role, I collaborated closely with Campaign Managers during key seasonal periods, including Christmas, Easter, and the Summer and Winter seasons. Working alongside a copywriter, my responsibility was to develop creative concepts that effectively communicated the intended message while aligning with Woolworths’ brand identity and guidelines.
Given the scale of the company, navigating departmental requirements and restrictions was essential. For instance, BWS campaigns could not feature children or water, while Woolworths’ promotions needed to highlight in-season fruits and vegetables in an engaging and visually appealing manner.
To ensure brand consistency and high-quality imagery, we meticulously crafted visuals through multiple iterations. Stock imagery often lacked the specificity required—such as a particular fruit in peak season—so we frequently created assets from scratch, carefully adjusting lighting and shadows to achieve a natural and cohesive look.
This image is compiled of several individual images created to make the the realistic scene of current in-season fresh fruit
The Process
Selecting the right imagery for each brand is a complex task, as every brand has its own distinct guidelines. This requires extensive collaboration and multiple iterations with the team to ensure the final visuals effectively convey the intended message.
In some cases, images need to be deep-etched and adjusted to align with specific brand colors, while in other instances, a more natural lifestyle approach is preferred. Each decision is made carefully to maintain consistency, enhance brand identity, and create a compelling visual impact.
We can either source stock from the Internal imagery DAM or look for it via Adobe Stock.
Finding the the correct key words and prompts makes the image search an easier process.
The Build
Once the final imagery selection has been approved and confirmed, we will move forward with the comprehensive development of the email campaigns. Additionally, we will design and create assets for both the app and the various online experiences, ensuring a cohesive and unified digital presence across all platforms.
The copy will be meticulously drafted and subjected to a thorough peer review process before being returned to the Content Managers (CMs) for final approval and feedback.
It is imperative that strict brand guidelines are followed closely, including the precise usage of specific colors and the careful integration of the Woolworths leaf shape, thereby ensuring brand consistency and alignment at all times.
Final Product
Our developers finalize the assets, ensuring they meet all technical and brand requirements before deployment. These campaigns are then strategically distributed to targeted audiences based on their shopping behaviors and preferences. By leveraging data-driven insights, we optimize reach and engagement, ultimately enhancing click-through rates and overall campaign effectiveness.
