One component that changed how Wesfarmers brands communicates
One component that changed how Wesfarmers brands communicates
OnePass is a membership program that brings you more value from some of the biggest Australian brands including Kmart, Target, Bunnings Warehouse, Officeworks and more.
Braze Content Card System
• Design system component
• Braze content card templates
• Marketing guidelines
• Campaign optimisation assets
Creation of a scalable and reusable Braze component system to streamline campaign creation, improve consistency across brands, and optimise marketing workflows for OnePass.
INTRODUCTION
Each marketing campaign required a bespoke process, which was time-consuming and inefficient. We needed a solution that could optimise all parts of our business, providing a seamless cross-messaging, analytics, and data activation system. That's when we turned to Braze. Braze is a powerful customer engagement platform that supports multichannel messaging and real-time data processing, making it an ideal choice for our needs.
Braze Content Card System
• Design system component
• Braze content card templates
• Marketing guidelines
• Campaign optimisation assets
Creation of a scalable and reusable Braze component system to streamline campaign creation, improve consistency across brands, and optimise marketing workflows for OnePass.
INTRODUCTION
Each marketing campaign required a bespoke process, which was time-consuming and inefficient. We needed a solution that could optimise all parts of our business, providing a seamless cross-messaging, analytics, and data activation system. That's when we turned to Braze. Braze is a powerful customer engagement platform that supports multichannel messaging and real-time data processing, making it an ideal choice for our needs.
I led the design and development of a new, versatile design component for Braze, which we named "Content Card." This component was intended to serve all our marketing purposes, from individual campaigns to overarching promotions for OnePass.
I led the design and development of a new, versatile design component for Braze, which we named "Content Card." This component was intended to serve all our marketing purposes, from individual campaigns to overarching promotions for OnePass.
Our marketing process was inefficient, with each campaign requiring a custom-built solution. This not only consumed valuable time but also lacked consistency across different platforms and brands.
How can we create a design component within Braze that can be easily adapted for various campaigns, ensuring consistency and efficiency across all platforms and brands within our company?
Our marketing process was inefficient, with each campaign requiring a custom-built solution. This not only consumed valuable time but also lacked consistency across different platforms and brands.
How can we create a design component within Braze that can be easily adapted for various campaigns, ensuring consistency and efficiency across all platforms and brands within our company?
Optimisation - Streamline the marketing process to save time and resources.
Flexibility - Create a design component that can be easily customised for different campaigns.
Consistency - Ensure a cohesive look and feel across all platforms and brands.
Efficiency - Enable the marketing team to quickly deploy campaigns using the new design.
Optimisation - Streamline the marketing process to save time and resources.
Flexibility - Create a design component that can be easily customised for different campaigns.
Consistency - Ensure a cohesive look and feel across all platforms and brands.
Efficiency - Enable the marketing team to quickly deploy campaigns using the new design.
Braze’s robust analytics capabilities have provided deep insights into campaign performance, enabling data-driven decisions and continuous optimization.
The Content Card's adaptable structure has simplified campaign customization, reducing the need for bespoke solutions and speeding up deployment. By streamlining the campaign creation process, we've significantly reduced the time required to launch new initiatives, freeing our team to focus on more strategic tasks. Additionally, the unified design ensures all campaigns maintain a cohesive look and feel, strengthening our brand identity across various channels.
The plan is to enhance our use of Braze's analytics to track campaign performance, gaining deeper insights into what's working. Implementing A/B testing will allow us to refine campaigns by identifying the most effective strategies. We aim to continuously improve the Content Card design by incorporating feedback and adding useful features, keeping our marketing efforts cutting-edge.
© Daniel Almeida • 2026
Melbourne, Australia
© Daniel Almeida • 2026
Melbourne, Australia
