This project focuses on Digital Transformation and Design & Build for The Big Red Group’s three
largest consumer brands: RedBalloon, Adrenaline and Experience Oz. The goal was to ensure
consistency in experience across all brand websites while creating a multi-brand differentiation
strategy that highlights each brand’s unique personality and tone of voice.

As part of this project, I led the user interface and interaction design for Adrenaline. My role involved
elevating and translating the proposed unique brand identity to the next level in the web design.
I ensured a balance between visual impact, functionality and accessibility, creating a compelling and
user-friendly digital experience for Adrenaline’s audience.