WOOLWORTHS BRAND HUB
Transforming a brittle reference library into a trusted, task-first utility that drove adoption, achieving a 78% onboarding completion rate.
Context
Brand Hub, serves over 25K users ensuring brand consistency at scale
As one of Australia’s largest retail and consumer goods organisations, Woolworths Group manages a broad portfolio of brands spanning food, everyday needs and services. Supporting 25K annual users, the Brand Hub is a critical platform for ensuring brand consistency, clarity and trust at scale.
PROBLEM
Trust in the platform was at an all time low
Brand Hub was the intended single source of truth, but in practice users didn’t trust it, couldn’t find what they needed quickly, and often bypassed it - increasing friction, rework and external handovers.
Insight
Confident, real-time decision making
Brand compliance went beyond checking rules. Users actively seek inspiration and data-driven evidence to validate whether their choices align with brand standards. Without accessible examples, users defaulted to subjective judgment or external validation, slowing delivery and increasing inconsistency.
Solution
A trusted brand utility for creative confidence and compliance
A single, consistent source of truth that helps teams make confident, compliant decisions, guided by AI and an onboarding flow that leads users straight to their aha moment.
