Summary
Home of the Hoagie and beloved by millions, there are a range of marketing techniques that push Wawa to be the 10th largest convenience chain in the U.S.
Objective
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Redesign several critical pages for launch using a prebuilt components systems, transforming an established brand into a digital language.
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Transfer knowledge to team members. Teaching design best practice methods, building shared Figma templates and organizing the Figma design system.
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Crafted dozens of yearly campaigns and translated them across a wide range of mediums: in-store digital signage, print work, web assets, kiosk & drive-thru ads) and social media channels.
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Establishing a strong relationship with both the client and internal team members.
Project Partners
Wawa’s Creative Team & Bounteous Digital Agency
2022/2024
Wawa
01
Wawa.com Redesign
Upon kick-off, there was an initial team workshop to problem solve and map out the site. Studying the previous site was key to building a new strategic layout and visual language.
BEFORE
AFTER
02
Redesign Aftermath
+6 months of hard work, 10 fully redesigned pages, 42 pages migrated with love, +600 product images enhanced & an organized Figma library, UI resources file, and design templates for the team.
New Design System
A lot of my focus was on building a functional design system that translates well with the new UX components and yearly design campaigns used across the company. Keeping Wawa's fun, playful spirit was important to stay true to the brand.
03
Marketing Campaigns
Wawa is renowned for its annual product promotions and collaborative campaigns. I contributed to the development of these marketing initiatives, adapting them across various platforms, including in-store posters, digital signage, website banners, promotional emails, social media ads, and more.
Promotional Coupons & Rewards
Campaign Example: Spicy Chicken Sandwich
