A Creative Designer
Sydney-Based
Braned Content
A Creative Designer
Sydney-Based
2024
Visual Communication
Sherpa’s Q3 and Q4 campaigns were developed to amplify key product features through paid ad placements, remarketing efforts, and targeted email communications. While Sherpa’s same-day delivery platform had a strong value proposition, its awareness among small and medium businesses was limited, and the existing communication lacked emotional resonance and visual cohesion across channels. The campaigns were designed to educate, engage, and convert, anchored in storytelling that addressed real customer pain points and positioned Sherpa as a modern, trusted solution.
I was responsible for leading the ideation and visual direction for digital ad creatives, campaign assets, and targeted EDMs. These campaigns translated complex logistics features like scan & sort, live tracking, and secure handover,into benefits that businesses could relate to. The goal was to craft messaging that connected Sherpa’s platform innovations with outcomes like increased sales, customer satisfaction, and operational ease.
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Discovery and Strategy
The project began with a thorough audit of Sherpa’s past creative assets and email templates. We analyzed performance data across channels and identified the need to unify Sherpa’s voice while tailoring message variants by business vertical (e.g. florists, chemists, e-commerce retailers). During stakeholder workshops, I worked alongside the marketing team to define tone, positioning, and high-impact features worth highlighting. We prioritized assets around features with the strongest ROI and mapped them against customer personas and funnel stages, from awareness to conversion.
Creative Development
Using Figma, I developed modular templates for social ads and emails to ensure brand consistency while enabling adaptability for feature-specific storytelling. Each concept focused on a core user benefit (e.g. “Save hours on delivery queries” or “Secure delivery of age-restricted items”) and included iconography, overlays, and dynamic UI snippets to balance clarity with visual interest.
Sample campaigns included:
“Delivery Queries Holding You Back?”
Focused on live tracking, with headline-first visuals and CTAs directing to Sherpa’s feature page. Tailored variations were created for Meta, Google Display, and email, each emphasizing sender, recipient, and driver perspectives.
“Scan & Sort, It’s That Easy”
Aimed at warehouse teams, this campaign simplified technical explanations into a single use-case story and a step-by-step visual sequence.
“Secure Handover for High-Value Goods”
Built with compliance in mind, this campaign highlighted code-confirmation handover processes and was paired with a pharmaceutical-specific variant.
For each campaign, I delivered static and animated assets, headline variants for A/B testing, and accompanying copy decks for both paid ads and long-form email variants.
Design & Execution
To ensure efficiency and performance across channels, I created a structured design system of ad components: scalable headline zones, brand icon overlays, safe zones for motion, and image-to-copy ratios optimized for Google’s Performance Max and Meta placements.
Each asset was designed with mobile responsiveness in mind and exportable across platforms. All files were organized via shared Figma libraries and versioned by asset type (Awareness, Remarketing, Conversion), streamlining collaboration with developers and performance marketers.
Across Instagram and Facebook, I extended this language into punchy graphics that aligned with our Q3–Q4 content pillars: Educational, Promotional, Behind-the-Scenes, and Customer Stories. Concepts ranged from defining last-mile terms and showcasing delivery features (like “Scan & Sort” and “Secure Handover”) to spotlighting event-day reliability and driver profiles. Every visual reinforced Sherpa’s positioning as a smart, human, and scalable same-day solution, whether landing in an inbox or on a feed.
Outcomes
This work brought cohesion to Sherpa’s brand storytelling across email, social media, and product education, bridging functional product features with clear customer value. The email and banner designs aligned UX, brand, and CTA-driven visuals to support engagement, while social content extended Sherpa’s tone by creating bold, minimal, and feed-friendly formats tailored to drivers and business senders alike. By applying modular visual systems, persona driven messaging, and channel-specific creative strategies, the campaigns helped drive higher engagement, better conversion clarity, and stronger brand consistency. Together, these assets built trust, improved user understanding, and reinforced Sherpa’s position as a reliable, high-performing delivery partner.
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Email Design (Driver)
I redesigned the entire Sherpa driver email campaign, branded as LLama Letters, moving it from Mailchimp to HubSpot to enhance scalability and automation. The emails followed a clean, consistent visual structure inspired by the Figma designs featuring bold headlines with hooks, concise body copy, custom icons, and UI-style callout images that mimic the Sherpa app interface. I also redesigned the LLama Letters logo, all icons, and visual assets to maintain a cohesive and modern brand feel across communications.
The visual language leverages custom icons and UI callout images that align with the driver experience, using simplified line art and flat design elements for clarity and quick comprehension. Imagery is sourced from real Sherpa drivers and their actual delivery scenarios to foster authenticity and connection. Copy is localized per driver segment, for example referencing “fragile deliveries” for florists and “urgent meds” for pharmacies, ensuring relevance.
A Creative Designer
Sydney-Based
The campaigns leveraged behavioral segmentation, for example, targeting drivers based on past platform usage or abandoned deliveries and incorporated dynamic content blocks reflecting features like Slot reminders, promotional quests (e.g., March Driver Dash), and future jobs previews. Email performance was tracked closely through open rates and click-through rates on specific CTAs, informing iterative A/B testing of subject lines, send times, and copy variations to maximize engagement and driver participation.
Across Instagram and Facebook, I extended this language into punchy graphics that aligned with our Q3–Q4 content pillars: Educational, Promotional, Behind-the-Scenes, and Customer Stories. Concepts ranged from defining last-mile terms and showcasing delivery features (like “Scan & Sort” and “Secure Handover”) to spotlighting event-day reliability and driver profiles. Every visual reinforced Sherpa’s positioning as a smart, human, and scalable same-day solution, whether landing in an inbox or on a feed.
Outcomes
This work brought cohesion to Sherpa’s brand storytelling across email, social media, and product education, bridging functional product features with clear customer value. The email and banner designs aligned UX, brand, and CTA-driven visuals to support engagement, while social content extended Sherpa’s tone by creating bold, minimal, and feed-friendly formats tailored to drivers and business senders alike. By applying modular visual systems, persona driven messaging, and channel-specific creative strategies, the campaigns helped drive higher engagement, better conversion clarity, and stronger brand consistency. Together, these assets built trust, improved user understanding, and reinforced Sherpa’s position as a reliable, high-performing delivery partner.
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Feature Release
App UI, Banners, Icons
Promotional
Icons, Banners, Footer
Promotional
Icons, Banners, Branding
Feedback
Icons, Banners, Footer
Informative
App UI, Banners, Icons
Informative
Banners, Icons, FAQsEmail & Social Visuals
To support both driver communications and Social Media marketing, I designed a unified visual language for Sherpa’s emails and social channels that are bold, minimal, and benefit-driven. For LLama Letters, I created engaging email banners that spotlighted key actions like “Join March Driver Dash” and “View Slot Details,” making each message scannable and CTA-led. These mirrored our modular Figma templates, maintaining consistency through Sherpa’s colour system, iconography, and UI snippets.
Across Instagram and Facebook, I extended this language into punchy graphics that aligned with our Q3–Q4 content pillars: Educational, Promotional, Behind-the-Scenes, and Customer Stories. Concepts ranged from defining last-mile terms and showcasing delivery features (like “Scan & Sort” and “Secure Handover”) to spotlighting event-day reliability and driver profiles. Every visual reinforced Sherpa’s positioning as a smart, human, and scalable same-day solution, whether landing in an inbox or on a feed.
A Creative Designer
Sydney-Based
Moodboard
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Outcomes
This work brought cohesion to Sherpa’s brand storytelling across email, social media, and product education, bridging functional product features with clear customer value. The email and banner designs aligned UX, brand, and CTA-driven visuals to support engagement, while social content extended Sherpa’s tone by creating bold, minimal, and feed-friendly formats tailored to drivers and business senders alike. By applying modular visual systems, persona driven messaging, and channel-specific creative strategies, the campaigns helped drive higher engagement, better conversion clarity, and stronger brand consistency. Together, these assets built trust, improved user understanding, and reinforced Sherpa’s position as a reliable, high-performing delivery partner.
This work brought cohesion to Sherpa’s brand storytelling across email, social media, and product education, bridging functional product features with clear customer value. The email and banner designs aligned UX, brand, and CTA-driven visuals to support engagement, while social content extended Sherpa’s tone by creating bold, minimal, and feed-friendly formats tailored to drivers and business senders alike. By applying modular visual systems, persona driven messaging, and channel-specific creative strategies, the campaigns helped drive higher engagement, better conversion clarity, and stronger brand consistency. Together, these assets built trust, improved user understanding, and reinforced Sherpa’s position as a reliable, high-performing delivery partner.
Across Instagram and Facebook, I extended this language into punchy graphics that aligned with our Q3–Q4 content pillars: Educational, Promotional, Behind-the-Scenes, and Customer Stories. Concepts ranged from defining last-mile terms and showcasing delivery features (like “Scan & Sort” and “Secure Handover”) to spotlighting event-day reliability and driver profiles. Every visual reinforced Sherpa’s positioning as a smart, human, and scalable same-day solution, whether landing in an inbox or on a feed.
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Outcomes
This work brought cohesion to Sherpa’s brand storytelling across email, social media, and product education, bridging functional product features with clear customer value. The email and banner designs aligned UX, brand, and CTA-driven visuals to support engagement, while social content extended Sherpa’s tone by creating bold, minimal, and feed-friendly formats tailored to drivers and business senders alike. By applying modular visual systems, persona driven messaging, and channel-specific creative strategies, the campaigns helped drive higher engagement, better conversion clarity, and stronger brand consistency. Together, these assets built trust, improved user understanding, and reinforced Sherpa’s position as a reliable, high-performing delivery partner.
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