Loblaws
President’s Choice
DX Studio
President’s Choice brings together a wide range of everyday services — from grocery and pickup to recipes, rewards, health, and financial products. The challenge was to create a digital experience that could make this ecosystem feel connected without flattening the distinct value of each service.
The work focused on building a modular masterbrand system: one shared visual grammar flexible enough to support multiple business units, content types, and customer needs across web and mobile.
I supported the visual design and system thinking for a modular President’s Choice masterbrand experience, helping translate a broad ecosystem of services into clear, scalable digital patterns across web and mobile.
Visual Designer / Product Designer
I supported the visual design and system thinking for a modular President's Choice masterbrand experience, helping translate a broad ecosystem of services into clear, scalable digital patterns across web and mobile.
President's Choice brings together grocery, pickup, rewards, health, finance, recipes, and more under one masterbrand. The work focused on creating a modular web experience that could organize these offerings through clear hierarchy, flexible content blocks, and a cohesive visual system — making a wide ecosystem feel connected without flattening each service's distinct value.
CreDITS //
Design: Ibra Balogun, DX Studio
Content: PC Brand Marketing
Engineering: Loblaw Engineering
Product: PC Product
Partner Studio: Zulu Alpha Kilo
