amaysim
amaysim is the fourth largest telco in Australia. I joined their Brand Team as a Digital Designer in 2021 — something I was particularly excited about, having been a customer for four years prior. There’s a different quality of attention you bring to a brand you already believe in.
The role spanned UI and digital creative across the app and website, email and social, video, animation, and occasional print for retail. I also contributed to sister brand Vaya when needed. But the through-line was motion — and finding ways to use it to do more with what the brand already had.
Bringing the brand to life
amaysim’s visual identity is built around a set of quirky illustrations I’d always loved as a customer. Early on I made it a personal mission to animate them. The opportunity came with a brief for iMessage stickers — rather than producing static APNGs, I animated a select set in After Effects. The team responded well, and I kept going: GIF versions followed, then a Giphy brand account that made the animations available across Instagram and other platforms. Then Lottie JSON files to bring them into the app and website properly.
What started as one brief became a new layer of the brand’s visual language.
Fixing banner production
When I joined, creating display banner variations in Adobe Animate was consuming four to six days of team time every month. We were storyboarding in Figma then rebuilding everything from scratch in a separate tool. I introduced a Figma plugin called Bannerify that consolidated the whole process into one place — cutting production time by 75% and turning a monthly grind into something the team could actually move quickly through.
Building the design system
One of the bigger structural challenges was bringing 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: auditing existing components, building a scalable Figma system tied to development reality, and keeping accessibility and maintainability at the centre of every decision. It laid the foundation for consistent, efficient design across teams — and made the migration considerably less chaotic than it might have been.
Sharing the work
amaysim’s brand ethos is Big Love, and that applied internally too. I presented regularly to the design team on tools, workflows, and better ways of working in Figma and After Effects. The most satisfying outcome wasn’t the presentations — it was watching a suggestion quietly change how the whole team worked from that point on. That kind of influence scales in a way that individual output doesn’t.