Sandra Anello

Reading Eggs Black Friday teaser — 'Something Big Is Coming' Instagram post held in the mascot's hands

01 / Global Campaign

FY24—25

Reinventing Black Friday at Reading Eggs after 5 stale years.

Reading Eggs had run the same Black Friday creative for five consecutive years and engagement had plateaued. I led a cross-border design team to concept, scale, and deliver a fresh visual system across three compressed trading windows—a high-anticipation Teaser, the core Black Friday launch, and a final Cyber Monday push—rolled out across paid digital, EDMs, in-app pop-ups, organic social, and custom landing pages.

Read more↓

Creative Direction & Rollout: Conceptualised the overarching visual strategy and started the progression of the end-to-end rollout, directing cross-border creative and marketing teams to ensure flawless brand alignment across all global channels.

Photoshop Production Automation: Designed and implemented batch-processing actions and automation within Adobe Photoshop to handle high-volume formatting across assets at a fraction of the traditional timeline.

Global Decentralisation via Canva: Built intuitive, modular Canva templates for EDM banners and social posts, empowering regional marketing teams to independently adapt, localise, and deploy assets for their specific markets instantly.

The Commercial Win: Smashed total B2C budget by +$156,451 AUD in FY24, achieving 135% YoY growth for Reading Eggs.

Sustained Momentum & Creative Velocity: Scaled into FY25 to pull $1.5M for Cyber Week alone, while pipeline automation reduced asset turnaround for real-time iterations:

FY24: +$156,451 AUD over budget (135% YoY).
FY25 Cyber Week: $1.5M (104% of previous year).
Awarded Best Campaign of the Year.

RoleGlobal Team Lead, 3P Learning
ScopeTeaser · BF · CM
AccoladesBest Campaign of the Year

→

See Next

Reading Eggs Easter campaign — Save a Cracking 50% with Reggie the Egg

02 / Global Campaign

FY25

Killing the cliché egg hunt with Reggie the Egg.

Easter had defaulted to a tired Egg Hunt format for years. As the creative and production lead, I retired the cliché and rebuilt the campaign around Reggie the Egg—the brand's own mascot—turning a transactional promo into a design-led narrative with character at the centre.

Read more↓

Production System: To execute the global rollout without bottlenecking the studio, I established the core concept and engineered a highly efficient production pipeline across Photoshop batch-processing, automation formatting and regional Canva template suites.

Shattered Benchmarks: The new design-led approach completely eclipsed the legacy format, driving a massive performance increase compared to the previous year's campaign. Flawless Multi-Region Scaling: Fueled an incredible April revenue milestone, scaling the design system to deliver double-digit growth across all core global markets:

APAC: Generated 119% compared to previous year.
AMER: Generated 115% compared to previous year.
EMEA: Generated 114% compared to previous year.

RoleGlobal Team Lead & Production Director
ScopeConcept · Team Leadership · Automation
ResultDouble-digit YoY growth across all markets

→

See Next

03 / Brand Identity System

3P Learning

A bulletproof style guide that launched the Reading Eggs Bookshop globally.

Launching the Reading Eggs Bookshop meant building an identity inherently connected to the trusted Reading Eggs master-brand while carving out its own commercial e-commerce space — and documenting it rigorously enough to hand off seamlessly to internal creatives and marketers, as well as third-party development agencies.

Read more↓

Logo & Typography System: Engineered a flexible, multi-variant logo system anchored around a vibrant, multi-coloured typographic treatment with integrated character-eye graphics.

Photography Direction & Asset Library: Defined a four-tier photography hierarchy — Studio, Product, Lifestyle and vetted UGC — alongside a centralised custom element library.

External & Internal Hand-off: Authored the definitive brand identity guidebook with exact hex codes, padding formulas, asset packages and layouts so multiple departments and vendor agencies could ship a launch precisely aligned to the brand.

Sustained Brand Governance: Achieved 100% brand alignment across the international e-commerce launch, ensuring absolute visual consistency across all regional touchpoints. Production Efficiency: Bypassed repetitive concepting for high-volume launch collateral, allowing internal creative teams to execute design variants with speed and autonomy. Commercial Architecture: Established a highly scalable, flexible layout framework capable of supporting promotional bundles, subscription tiers and multi-category cross-sales.

RoleBrand Identity Lead & Creative Custodian
ScopeLogo Design · Brand · Style Guide
ResultFrictionless global launch

→

See Next

UNICEF Australia Christmas Appeal — booklet spreads, wall calendar and cutout-card baubles

04 / Appeal Design

2020—21

Fundraising that exceeded target for UNICEF.

Charity Christmas appeals fight through a saturated print landscape, and UNICEF's message — children in crisis — risked being either too heavy to engage with or too soft to land. At Tone, I led the design across donor booklets, static banners, a wall calendar and a set of interactive cutout-card baubles, layering hand-drawn festive illustration over documentary photography to hold gravity and warmth in the same frame. The overhauled system drove a 32% lift in campaign performance against previous benchmarks.

RoleSenior Designer
ScopePrint · Merch · Digital
Result+32% vs benchmark

→

See Next

05 / Editorial Design

2021—23

A staffroom broadsheet that rebuilt morale at Guardian Childcare.

Post-COVID, the early childhood education sector was in severe crisis — frontline educators were battling systemic burnout, critical understaffing, and profound emotional exhaustion. Standard corporate communications weren't just failing to cut through; they felt disconnected from the gruelling reality on the floor. Partnering closely with the Internal Communications team, I designed a quarterly 12-page A3 broadsheet that turned raw, authentic educator moments into a tactile, premium publication — giving exhausted staff a reason to pause, connect, and feel genuinely seen.

Read more↓

Strategy & Collaboration: The People-First Response

This project was born out of deep empathy for that suffering. Partnering closely with the Internal Communications team from inception to output, we realised that fixing the problem required a radical shift away from the digital noise. We needed a "people piece."

Validating the Frontline: Instead of top-down corporate messaging, we decided to elevate the educators themselves. By pulling raw, authentic moments from Workplace-by-Meta, we turned their everyday hard work, creativity, and resilience into the headline act.

The Antidote to Digital Fatigue: We intentionally chose a physical, tactile medium a quarterly 12-page A3 broadsheet. In a world of urgent pings and notifications, a newspaper invites you to slow down. It was designed to give educators a reason to pause, sit together in the staffroom, and share a tangible moment of connection.

Radical Inclusivity: By managing and elevating low-fidelity, crowd-sourced mobile photography from regional and metro centre alike, we ensured that every educator, regardless of their tech literacy or location, could see themselves reflected in a premium publication.

RoleEditorial Design Lead
Scope12pp A3 · Quarterly
ResultNational staffroom staple

→

See Next

06 / Brand & Product Launch

Side Venture

A laser-cut acrylic side hustle that hit profit in two years — Fox & the Rox.

Launching a premium boutique brand in a saturated lifestyle market — with no corporate marketing budget — meant building an identity and product line strong enough to cut through social feeds, hold attention at artisan markets and convince retail buyers, all at once.

Read more↓

Product, Brand & Storefront: Concepted and manufactured a line of hand-built, laser-cut acrylic statement mirrors — from vector nesting files to physical assembly — then built the visual identity from scratch and translated it into a custom Shopify storefront, end-to-end UI/UX.

Acquisition & Wholesale: Curated a premium visual narrative on Instagram (@foxandtherox) scheduled via Later for low-cost organic growth, alongside a scalable wholesale strategy with professional line sheets that secured placements with curated retail stockists.

Commercial Outcomes: End-to-end design thinking applied directly to content, wholesale, analytics and acquisition:

Hit profitability in just two years as an independent side hustle.
Two separate editorial features in Frankie Magazine.
Full ownership of brand, product, storefront and growth.

RoleFounder & Creative Director
ScopeIdentity · Product · Shopify · Wholesale
Accolades2× Frankie Magazine

→

See Feed

Strategic design & visual storytelling.

↳ 01 / Selected Narratives

Reinventing Black Friday at Reading Eggs after 5 stale years.

Killing the cliché egg hunt with Reggie the Egg.

A bulletproof style guide that launched the Reading Eggs Bookshop globally.

Fundraising that exceeded target for UNICEF.

A staffroom broadsheet that rebuilt morale at Guardian Childcare.

A laser-cut acrylic side hustle that hit profit in two years — Fox & the Rox.

↳ Daily Craft