Web Design + Marketing
Wawa
Summary
Home of the Hoagie and beloved by millions, there are a range of marketing techniques that push Wawa to be the 10th largest convenience chain in the U.S.
Project Partners - Wawa’s Creative Team & Bounteous Digital Agency
Objective
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Redesign several critical pages for launch using a prebuilt components systems, transforming an established brand into a digital language.
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Transfer knowledge to team members. Teaching design best practice methods, building shared Figma templates and organizing the Figma design system.
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Establishing a strong relationship with both the client and internal team members.
Summary
Home of the Hoagie and beloved by millions, there are a range of marketing techniques that push Wawa to be the 10th largest convenience chain in the U.S.
Project Partners - Wawa’s Creative Team & Bounteous Digital Agency
Objective
-
Redesign several critical pages for launch using a prebuilt components systems, transforming an established brand into a digital language.
-
Transfer knowledge to team members. Teaching design best practice methods, building shared Figma templates and organizing the Figma design system.
-
Crafted dozens of yearly campaigns and translated them across a wide range of mediums.
01
Getting Started
Upon kick-off, there was an initial team workshop to problem solve and map out the site. Studying the previous site was key to building a new strategic layout and visual language.
BEFORE
AFTER
04
Marketing Campaigns
Wawa is renowned for its annual product promotions and collaborative campaigns. I contributed to the development of these marketing initiatives, adapting them across various platforms, including in-store posters, digital signage, website banners, promotional emails, social media ads, and more.
02
New Design System
A lot of my focus was on building a functional design system that translates well with the new UX components and yearly design campaigns used across the company. Keeping Wawa's fun, playful spirit was important to stay true to the brand.
Campaign Example: Spicy Chicken Sandwich
03
The Aftermath
+6 months of hard work, 10 fully redesigned pages, 42 pages migrated with love, +600 product images enhanced & an organized Figma library, UI resources file, and design templates for the team.
