At a Glance
In 2019, I led the creative system behind Winn-Dixie store refreshes and grand reopenings. I built a modular kit of templates from campaign photography so we could produce at speed across dozens of stores, with consistent quality and minimal agency reliance. The result was a repeatable, in-house process that supported pre-launch, grand opening and follow-up communications at scale.

The Challenge
Store refreshes required fast, consistent launches across multiple locations, formats and timelines. We needed an approach that could scale weekly without reinventing the wheel, while keeping creative quality high and details accurate for each store.

Snapshot
• Role: Creative lead and primary designer, template system creation
• Scope: Pre-go, go live, post-go communications for store refreshes and reopenings
• Formats: Circular wrap covers and interiors, ROP newspaper ads, direct mail, bag stuffers, curbside signage, mobile billboards, Keys market variations
• Operating model: Photo based templates, store level localization, rapid versioning, print ready delivery
• Partners: Marketing, merchants, print, operations, local store teams

What I Led
• Built the modular template library that made weekly kit production repeatable
• Created scalable layout rules so new stores could be turned quickly with fewer errors
• Adapted campaigns across formats and markets without losing consistency
• Owned production for the majority of the system and key executions
• Standardized handoff files so the team could support volume without agency support

Results
• Replaced outside agency dependency by building a reusable template system for store kits
• Enabled high-volume production, roughly 3 launch kits per week for about a year
• Contributed to removing a $700K annual agency fee by bringing the system in house