As the lead designer and campaign coordinator for Matchbox, an established Australian kitchenware retailer, Mel took full creative responsibility for the brand’s national marketing and seasonal visual merchandising. This partnership involved the end-to-end development of quarterly campaigns for major events like Mother’s Day and Valentine’s Day, moving from initial research and creative pitching through to final execution across 26 stores nationwide. A significant part of the strategy included the development of the Matchbox Rewards program, where the Mel designed the program identity and implemented integrated digital flows alongside print and digital advertising.

The process required a rigorous attention to detail and a high level of coordination. This meant managing the production of large scale print assets and maintaining annotated systems to ensure consistency across diverse storefronts. By working directly with visual merchandisers and supplier teams, the design work effectively adapted creative concepts to fit various architectural constraints while adhering to budgets and timelines. From window decals and store bunting to professional brand guidelines and email strategy, the focus remained on keeping every touchpoint cohesive. This comprehensive approach ensured the brand’s integrity was maintained through a thoughtful, functional creative strategy that resonated on both a local and national lens.