Wittner Retail Australia
Wittner Retail Australia
A diversity-led brand perception campaign for Wittner Retail Australia built upon honest conversations about gender, racial and societal bias.
A diversity-led brand perception campaign for Wittner Retail Australia built upon honest conversations about gender, racial and societal bias.
Email Marketing
Social Media
Print Design
18%
increase in Branded Search Volume
23%
increase in Social Media Engagement
11%
increase in Share of Voice
Scope
My Role
Stakeholders
Deliverables
Scope
2 Months (October - November 2023)
Stakeholders
Company Founder, Internal Marketing Manager, External Web Developer
My Role
Research, Prototyping, Wireframing, Information Architecture, UI Design, Branding and Marketing Strategy
Deliverables
Google Analytics, Trello, Figma, Adobe CC
Challenge
Line 1 here
Within this section, readers gain insights into the unique perspective and expertise that shape the chosen course of action. Whether outlining a scientific experiment, a business strategy, or an artistic creation, the Approach provides a roadmap that clarifies the trajectory from inception to completion.
Line 1 here
Within this section, readers gain insights into the unique perspective and expertise that shape the chosen course of action. Whether outlining a scientific experiment, a business strategy, or an artistic creation, the Approach provides a roadmap that clarifies the trajectory from inception to completion.
Approach
Line 1 here
The "Approach" section elucidates the strategic methodology and thought process employed to address a particular challenge or accomplish a specific objective. It delves into the systematic steps, methodologies, and considerations that guide decision-making and problem-solving. This segment is instrumental in conveying not only the "how" of a task but also the rationale behind each choice made along the way.
Line 1 here
The "Approach" section elucidates the strategic methodology and thought process employed to address a particular challenge or accomplish a specific objective. It delves into the systematic steps, methodologies, and considerations that guide decision-making and problem-solving. This segment is instrumental in conveying not only the "how" of a task but also the rationale behind each choice made along the way.
Summary
Key Learnings
Adapting to audience feedback
Early feedback revealed that some visual and messaging elements didn’t resonate equally across all audience segments. For example, younger audiences engaged more with social media content, while older demographics responded better to email marketing.
Overcoming personal bias in design.
The campaign was an opportunity for the team to confront their own unconscious biases during the design process. For example, initial concepts unintentionally leaned toward stereotypical representations of empowerment.
Solution: Incorporating diversity and inclusion workshops into the design process to ensure more authentic and inclusive storytelling.
Adapting to audience feedback
Early feedback revealed that some visual and messaging elements didn’t resonate equally across all audience segments. For example, younger audiences engaged more with social media content, while older demographics responded better to email marketing.
Overcoming personal bias in design.
The campaign was an opportunity for the team to confront their own unconscious biases during the design process. For example, initial concepts unintentionally leaned toward stereotypical representations of empowerment.
Solution: Incorporating diversity and inclusion workshops into the design process to ensure more authentic and inclusive storytelling.
feedback
"Her creativity and attention to detail not only elevated our brand but also set a new standard for how we approach purpose-driven campaigns."
Deborah Way
Founder, DWayForward
"Her creativity and attention to detail not only elevated our brand but also set a new standard for how we approach purpose-driven campaigns."
Deborah Way
Founder, DWayForward
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A few questions to begin.
Based in Melbourne.
Available freelance remotely.
© 2026 Kasiana Mandyczewsky
A few questions to begin.
Based in Melbourne.
Available freelance remotely.
© 2026 Kasiana Mandyczewsky
2 spots available in June