Deliveroo Design and Motion Toolkit
For this campaign, I collaborated with Ali (Art Director) and Dom (Copywriter). Ali set the art direction and Dom crafted the messaging, while I led the design and motion execution.
We developed three initial design routes for a Google Universal App Campaign, testing distinct visual directions to find the strongest approach. Once the lead route was approved, I scaled it into a full motion toolkit that could be applied across every format.
What I Delivered
Design Foundations
Created all static campaign artwork in Illustrator and Figma.
Extended Deliveroo’s brand system into new campaign-ready assets.
Set up a clean, scalable file structure for smooth collaboration.
Design Routes
Developed three unique creative directions, each presented as a clear narrative system for testing in a Google UAC campaign.
Helped the client evaluate and select the strongest route to roll out at scale.
Motion Toolkit
Translated the approved direction into a fully scalable motion toolkit, built in After Effects.
Delivered as a templated, easy-to-use folder system for Deliveroo’s in-house team.
Toolkit included:
Typography treatments
Image animations
UI interactions
Frame transitions
Opening and closing cards
Animated CTAs
Campaign Rollout
Produced hundreds of assets across all required digital and social formats.
Supplied motion variations in 5s, 15s, and 30s lengths, optimised for UAC placement.
Ensured every deliverable aligned with the campaign narrative and brand system.
Toolkit Packaging
Organised folder structure
Pre-built After Effects templates
Clear naming, guide layers, and documentation
Handed over as a plug-and-play system for Deliveroo’s in-house team.
Impact
Delivered a systemised design + motion package capable of supporting high-volume UAC campaigns.
Maintained brand consistency across hundreds of assets and multiple formats.
Empowered Deliveroo’s internal teams with tools to adapt, localise, and scale content faster.
Credits
Art Direction: Ali
Copywriting: Dom
Design & Motion: Studio PB (Pauline Baines)
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