Asset refresh for Kogan Mobile & Internet

A fresh look

UI Design / Digital Marketing / Brand Alignment

Project overview

Kogan.com is a leading e-commerce platform that expanded into the highly competitive mobile and internet markets. As the lead designer on this project, I was tasked with refreshing the visual identity of both Kogan Mobile and Kogan Internet. The goal was to align these two sub-brands more closely while ensuring the designs were clear and easy to read.

Insights

The primary challenge was balancing brand recognition with modern usability. I recognised that while we needed to retain the iconic brand colors and that the existing layouts suffered from poor readability. I shifted the focus toward a cleaner approach that prioritised information hierarchy, making plan details easier to digest at a glance for the user.

Process

I redesigned the core digital assets, focusing on high-performance touchpoints including eDMs, website listings and display banners. While the full website overhaul was moved to a later phase, I created high-fidelity web concepts to display the brand’s future digital direction.

Outcomes

The refreshed designs were successfully implemented across all primary marketing channels. By improving the readability and layout of our digital communications, I helped streamline the customer journey from initial ad exposure to plan selection, ensuring the brand remained competitive in a crowded market.