Burberry · Dave Batt
Burberry’s standards demanded absolute consistency across every asset, with a focus on perfect execution at scale.
Shortly after relocating from New Zealand to the United Kingdom, I joined TAG Worldwide as a Digital Designer, working across luxury clients including Gucci and Jaguar Land Rover. After 18 months, I moved onto a dedicated team supporting Burberry, focusing on the rollout of seasonal campaigns across global markets. This role introduced a new level of precision.
Client
Burberry of London
Deliverables
Global Campaigns
Localisation
Team
Zoltan Kleman
Stef Price
Sarah Elise
Dave Batt
Challenge
The work centred on localising high-volume digital campaigns for international audiences. Starting from master creative, assets were adapted into multiple languages and formats, including HTML5 display ads, homepage takeovers, and email campaigns.
While not conceptually creative, the challenge was in the detail. Every adjustment to typography, element placement, or responsive had to align exactly with campaign guidelines. Even minor inconsistencies in layout, copy, or image cropping were flagged, requiring a highly disciplined and methodical approach.
Process
The process quickly evolved into a structured production workflow. Each campaign began with a detailed review of master assets and toolkits, followed by localisation and layout adaptation to account for language variations.
From there, assets were built and refined across formats, with a strong focus on consistency in behaviour, layout, and performance. A rigorous QA stage underpinned the entire process, involving pixel-level checks and iterative feedback with the client.
What initially required multiple revisions became significantly more efficient over time, as familiarity with the guidelines and expectations grew. This resulted in faster turnaround and a higher level of accuracy across deliverables.
My Role
I was responsible for translating master creative into production-ready assets across multiple markets, ensuring consistency across formats, languages, and platforms. This included building HTML5 display units, adapting layouts for localisation, and preparing assets for deployment across global campaigns.
Working closely with producers and developers, I contributed to a workflow that prioritised accuracy, efficiency, and scalability. Over time, I helped reduce revision cycles and supported the successful delivery of campaigns across Europe, the Americas, Asia, and the Middle East.
Although the work focused on execution rather than concept, it strengthened my attention to detail and ability to deliver high-quality output under strict brand and production constraints.