Dunhill

Reducing rollout risk in a brand-led organisation

Lead Digital Designer

Consultant

2023–24

Dunhill had relaunched its site. The rollout process had no shared reference for how content would behave across surfaces. A component library and rollout system changed that — giving teams a common view before build began.

Product Design

Design Systems

Interaction Design

Prototyping

Sign-off happened on printouts. Messaging broke in layout.

Brand, Merch, and E-commerce each owned separate priorities. Digital was the integration point.

Nobody could visualise the lifecycle of a campaign before it went live. Templates mapped the campaign across surfaces. Teams now had a shared reference

Campaign surfaces rebuilt as components reflecting live site behaviour. Layout and responsive rules became explicit, not assumptions.

Prototypes moved sign-off from assets to experience. Teams were committing to something they'd actually seen.

A staff sale turned us into customers. Buying through the site raised questions. The mapping extended to PDP and checkout.

I mapped the site into layers, each with a defined responsibility.

The system was organised so it didn't depend on me. Misalignment surfaced before build. Asset swaps stopped.

Plexi

Every act of care, accounted for

Plexi

Every act of care, accounted for

Plexi

Every act of care, accounted for

Plexi

Every act of care, accounted for