TAPI

The Brief

As the Designer and Artworker for Tapi Carpets & Floors, I was responsible for creating point-of-sale (POS) and in-store marketing materials that brought the brand to life across retail locations nationwide. The challenge was to develop engaging creative that maintained brand consistency while helping customers navigate products, promotions and seasonal campaigns within a busy retail environment.

My Thinking

A retail environment is often a customer's first physical interaction with a brand, so every piece of communication needed to work hard. My approach was to create designs that captured attention from a distance while remaining clear and informative up close.

Rather than viewing POS as standalone artwork, I considered how each element contributed to the overall customer journey through the store. The aim was to make information easy to absorb, guide purchasing decisions and create a consistent visual experience across every touchpoint.

Creative Rationale

Working within Tapi's brand guidelines, I designed a wide range of promotional graphics, window displays, in-store signage and campaign materials that balanced strong visual impact with clear messaging.

Careful consideration was given to typography, colour, scale and hierarchy to ensure offers and product information were instantly recognisable while reinforcing the warmth and accessibility of the Tapi brand. Every asset was designed to be adaptable across different store formats and campaign requirements, allowing the creative to remain consistent while supporting local retail activity.

The Results

I delivered high-volume retail artwork across multiple campaigns, ensuring stores received accurate, production-ready assets within tight deadlines. My work helped maintain a consistent brand presence across Tapi's retail network while supporting promotional campaigns and enhancing the in-store customer experience.

Working closely with marketing and print production teams also strengthened the efficiency of the artwork process, ensuring assets moved seamlessly from concept through to installation.

What I Learnt

This role gave me a strong appreciation for designing at scale within a retail environment. It reinforced the importance of clarity, consistency and production accuracy, while teaching me how thoughtful design can influence customer behaviour long before a conversation with a sales advisor begins.