Client
The Good Guys
Year

2016 – 2020

My Role
  • Brand Development
  • Styleguide
  • Strategy
Deliverables
  • Brand Development
  • National Brand Governance
  • Campaign Delivery

Context

The Good Guys is one of Australia’s largest national retailers, operating across hundreds of stores, high-traffic digital platforms, and large-scale marketing channels. During my time as Digital Art Director, the brand was undergoing a significant shift as it moved further into the digital space and toward a more disciplined, contemporary brand standard. This period included a strategic repositioning away from the long-standing “Pay Cash, Pay Less” messaging toward a broader “Pay Less, Everyday” value proposition, reflecting a more modern, omnichannel retail experience. The business later transitioned into a public company and was acquired by JB Hi-Fi.

My Role

As Lead Art Director, I led and gatekept the visual brand across digital, retail, print and broadcast channels. I directed internal designers, collaborated with external agencies and suppliers, and acted as a central approval point to ensure consistency, quality and alignment with the evolving brand strategy at national scale.

The Challenge

The challenge was to evolve a highly recognisable, price-led brand into a more contemporary and digitally fluent expression without losing the trust and value perception it was known for. This meant repositioning the brand from being primarily discount-driven to one that communicated value beyond price, including service, accessibility, and everyday affordability. At the same time, multiple teams and suppliers were producing work across campaigns, retail, digital and internal communications, increasing the risk of inconsistency during a period of organisational change.

What I Led and Delivered

  • Led and gatekept the brand style guide across all channels during a period of strategic repositioning

  • Helped translate the shift from “Pay Cash, Pay Less” to “Pay Less, Everyday” into a consistent visual language

  • Refined typography, layout, colour and visual systems to support a more modern, digital-first brand

  • Directed national campaigns across digital, social, EDM, website and in-store

  • Led photo shoots and TVC art direction aligned with the new brand positioning

  • Aligned internal teams and external suppliers to a single, evolving brand standard

  • Built reusable templates and systems to support scale and speed

  • Supported the brand through public company transition and acquisition by JB Hi-Fi

Execution at Scale

As the brand moved further into digital, consistency became critical. The work focused on reinforcing everyday value rather than one-off discounts, ensuring the visual system supported clarity, trust and accessibility across high-volume outputs. Strong governance and templates allowed teams to deliver at pace while maintaining alignment with the new positioning.

More images coming soon.

Outcome

The result was a more disciplined, contemporary and scalable brand system that supported The Good Guys’ evolution into a digitally mature retailer. The repositioning helped broaden the brand’s value proposition beyond discounts, while improved visual governance strengthened consistency across teams and channels during a critical period of growth and change.