Red & Yellow Day

Red & Yellow Day was a Surf Life Saving Australia campaign designed to recognise volunteers and encourage public support across Australia on March 4, 2026. The website needed to support a mixed set of actions, including a toolkit call to action, merch, donations, wearing the colours, hosting events, and sharing photos and social posts.

I ran the workshop, helped clarify the audience structure, and worked closely with the extremely talented and all-round best designer to collaborate with, Sian Bedford, to guide the technical fit of the designs for a third-party-built website.

The campaign was aimed at broad audience groups, including individuals, schools, clubs, and businesses, but those groups were too broad to support a clean user journey on their own.
The digital toolkit needed to feel lightweight and immediate.
Physical kits required detail and fulfilment planning.
Merch was handled through a separate, existing store and warehouse fulfilment, which meant the campaign had to account for order spikes.
The website also had to fit the constraints of an external build, which limited how far the design could rely on custom implementation.

I helped define the campaign journey around actual user types rather than broad audience buckets. That meant identifying people like teachers, HR managers, club managers, and members inside the larger groups, then aligning the journey and interface decisions around their likely paths through the campaign.
The result was a clearer structure for moving people toward the toolkit, merch, donate, and social actions without making the experience feel overloaded.

I ran a workshop with the team to discuss the audience groups and the different user types inside them.
From there, I worked with the designer to pressure-test the campaign direction against the realities of the third-party build.
That conversation surfaced the practical split between digital and physical actions, the need for immediate toolkit access, the fulfilment requirements for kits and merch, and the constraint of working within Shopify and existing warehouse operations.

The first decision was to stop treating the campaign as one undifferentiated audience and instead map specific users inside each group.
The second was to make the toolkit path lightweight and immediate, since that action needed the least friction.
The third was to treat physical kits and merch differently from digital engagement, because they carried fulfilment and spike-management requirements.
The fourth was to shape the design around what a third-party website build could realistically support, rather than forcing a concept that would not survive implementation.

The campaign landed on a clearer journey structure for a mixed-audience national initiative, with distinct paths for toolkit access, merch, donations, and social participation.
It also produced a design direction that was fit for a third-party build and grounded in the operational realities of Shopify fulfilment, toolkit access, and campaign volume.