The Problem

In 2017, Deliveroo was undergoing a major rebrand with DesignStudio, aiming to unify its identity while tailoring campaigns to diverse regional audiences. The challenge? Launching a bold new brand that resonated differently in central London versus regional UK markets—without losing consistency.

The Solution

As part of the core creative team, I helped roll out the refreshed identity across global markets. I was tasked with designing OOH advertising for the regional UK launch, adapting the visual system and messaging to focus on clarity and education. While London ran with the bold tagline "Only Awesome Food", our regional campaign leaned into "Awesome Food, Delivered"—a more direct message that reflected local needs while staying true to the brand’s new personality.