I am currently working as the Digital Design Manager for Toolstation, part of the Travis Perkins group plc.
Toolstation is one of Britain’s fastest growing suppliers of tools, accessories, and building supplies to the trade, home improvers, and self-builders. With a multi-channel offering, Toolstation customers can buy online via a mobile optimized website, on the app, through a dedicated UK call centre, or at one of 500+ branches located across the UK.
I am responsible for producing content and artwork for Toolstation.com and digital marketing communications in line with brand guidelines, creating artwork for marketing campaigns to support new catalogue and product launches as well as all email campaigns. Managing the digital design team, I have been owning the design process for Toolstation’s web presence, working to written briefs prepared by the wider marketing team, and ensuring consistency across all marketing channels to define a strong visual identity and ultimately help drive the fast-paced rapid growth the business is experiencing.
New Customer Facing App
To coincide with the implementation of our new app, I coordinated with the internal brand and digital teams, as well as external partners, pulling from design elements established during the development of the app, to use across our online and offline channels, ensuring the visuals maintained a consistent look and feel across all touchpoints of the brand.
Toolstation.com Site Redesign
In 2018 Toolstation underwent a major website transformation, moving to a more clean, mobile optimized and consumer friendly transactional website. I worked on designing some of the updated look and feel site pages, including checkout functionality, website homepage and department pages, product pages, implementing multiple imagery of the supplier products we stock and more.
Trade Reaction Banners
We are reactive to trading conditions so can quickly turn around a promotional offer to help increase consumer spend. When this gets briefed in, I’m responsible for creating a suite of promotional assets ranging from web banners, social assets, affiliate partners bespoke banners, and on some occasions, accompanying print ready posters or flyers to broadcast the latest Toolstation offer.
Website Static Pages
There are opportunities to work with our suppliers to create web static content pages in house. I have worked on a few of these over time, adhering to the specific suppliers brand guidelines whilst working with them and our internal stakeholders to bring their visions to life.
We are very data driven, using tools like Contentsquare to inform decisions about how we present information to our customers and take a mobile first approach to ensure design material is catering for our main source of site traffic, constantly testing and improvising using tools like Monetate, to get the best results from the designs created.
eCRM Email Newsletters
One of my big responsibilities for Toolstation as a designer is working on the trade focused emails we send out to our customers, making them aware of some of the best brands and offers to be found in the catalogue, online or in branches. I also work on building some of these campaigns in Emarsys, our email provider, building the content into a block based template, internally proofing and sending to the database.
Social Media Content
I also create a lot of the social media post imagery content that Toolstation use, to a dedicated social plan, ranging from artwork that calls out top offers, to branch openings and more general designs for engaging posts themed around national events.
Video Editing
Another part of my role involves editing videos we are sent in from suppliers, for use on our digital channels (YouTube, Social and on our website) I use Premiere Pro and After Effects, to create end frames and attribute product codes to make the featured products easier for customers to navigate to online. We also create our own in-house videos which I’m responsible for editing.
Get in touch
If you like what you see and want to discuss any digital or print-based creative work please don’t hesitate to get in contact, and we can go from there