amaysim
amaysim is the 4th biggest telco in Australia. I joined their Brand Team as a Digital Designer in 2021 — something I was especially excited about, having been a customer for four years prior.
The role covered a lot of ground: UI and digital creative for the app and website, email and social content, video, animation, brand, and occasional print for retail. I also chipped in on sister brand Vaya when needed.
Bringing brand assets to life
I’ve always loved the quirky illustrations at the heart of amaysim’s visual brand. Early on, I made it a personal mission to animate these static assets; bringing more energy to emails, banners, ads, and beyond.
The opportunity came with a brief to create iMessage stickers. Instead of static APNGs, I animated a select set of the illustrations in After Effects. The team loved them, and I realised there was more to do. I created GIF versions and set up a Giphy brand account for amaysim — meaning the stickers were suddenly available in Instagram and other social platforms too.
I followed that by producing Lottie JSON files to bring the animations into the app and website.
Motion graphics
After Effects is the main reason I pay for Creative Cloud. I used it at amaysim to raise the level of motion across the app, video, social, and email — and to push further into animated SVGs using Lottie and Bodymovin.
Fixing banner production
When I joined, creating display banner variations in Adobe Animate was eating 4–6 days of team time every month. We were storyboarding in Figma then rebuilding everything from scratch in a separate tool. Nobody enjoyed it. I completely hated it.
I introduced a Figma plugin called Bannerify. Working in one place made sharing easier and cut production time by 75%. This transformed a monthly pain point into a smooth, creative process.
Perfect.
Building the design system
One of the biggest challenges was aligning amaysim’s digital products—portal, app, and a patchwork website—under one scalable system. With a website migration on the horizon, I helped lead a full design system initiative:
- Audited all existing components
- Built a scalable system in Figma, tied to dev reality
- Focused on accessibility, maintainability, and real-world implementation
This work laid the foundation for consistent, efficient design across teams.
Sharing the love
amaysim's brand ethos is Big Love, and that applied internally too. In the design team, that mostly meant sharing knowledge — shortcuts, plugins, better ways of working. I presented regularly to the team on tools in Figma and After Effects. Seeing a suggestion change the way the whole team worked was quietly one of the most satisfying things about the job.