We redesigned Tesco’s trade advertising, the supermarket’s largest advertising output, covering special offers across every media type, every day. The project involved creating a flexible system to support the vast volume of content produced and make it easy for below-the-line agencies to adapt and rebuild daily.

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The redesign accounted for all media outlets, including TV and digital, and included comprehensive guidelines covering typography, brand color palettes, and photography. The work not only delivered hundreds of successful adverts for Tesco but also inspired shifts across the marketplace, influencing competitors’ approaches to trade advertising.