ICONOGRAPHY
Mitre 10
Creating a flexible icon system to strengthen brand recognition across digital and retail
ROLE
Brand / Graphic Designer
ORGANISATION
Mitre 10 - Metcash
CHANNELS
Web / Mobile / eDM / Social / TV
THE CHALLENGE
Mitre 10 needed a consistent visual language to help customers navigate product categories and create stronger brand recognition across different customer touchpoints.
WHAT I LED
Icon system development, visual language and concept development, category icon desing, gift card creative, CTA and end-frame iconography
OUTCOME
Visual refresh, new iconography system, tiered rewards UI, customer journeys, landing page, member login experience, eDM journey, social assets, digital design system.
CREATING A CONSISTENT
VISUAL LANGUAGE
BUILDING FROM THE BRAND
I developed the icon system around the distinctive Mitre 10 “screw” device, creating a visual connection between the existing brand identity and a new set of functional icons.
MAKING CATEGORIES EASIER TO NAVIGATE
I created a range of DIY category icons designed to help customers quickly identify products and categories across both digital and physical environments.
EXTENDING THE SYSTEM
ACROSS TOUCHPOINTS
I applied the visual language beyond category navigation, including a refreshed gift card using the screw device and bespoke heart icon, as well as CTA and end-frame icons designed to create a consistent sign-off across marketing channels.
