The AMP Retirement Hub: identity, campaign and comms for a design interview task. A human idea, directed throughout, with AI as production partner, then shipped as a live website the same day.
AMP was launching a retirement education hub of articles, guides, videos and tools, and it needed its own identity.
It had to read as AMP, yet feel like a content series people return to, not a sales channel. Warm and optimistic, yet credible enough to carry a financial institution's name.
The barrier isn't information, it's intimidation.
The concept came from conversations with family and friends about retirement. The pattern repeated: people avoid retirement planning because the decision feels enormous.
That makes it a behaviour problem, and the fix is behavioural: break the one overwhelming question into small, answerable ones.
That became the idea: Ready when you are. Never ask the big question. Every entry point is a small ask (“Ready to find your lost super?”), and the hub shows every yes back to you.
Keep the existing logo, the navy, the masterbrand voice. The hub should read as AMP speaking in a warmer register, not a sub-brand invention.
I asked AI to suggest warm colours drawn from Australian flowers; from its candidates I chose Banksia (#E4573D) and defined its job: action and progress only, capped at ~20% of any layout, never on body text.
It sharpened my observation into a usable line, “the barrier isn't information, it's intimidation”, which became the spine of the written rationale.
The question-outside/answer-inside copy architecture, the soft/hard edge rule, colour roles with WCAG checks, and a full slide grammar with speaker notes.
I generated, compared and discarded whole alternative concepts and logo studies in hours. Exploring cost hours instead of days, so I committed to the survivor without second-guessing it.
AI applied every rule I set across 15+ slides, the tedium it's good at.
Soft edges where the brand persuades, hard edges where the institution proves. It held that rule across every slide without tiring.
AI put the Ready Line's progress state into ad concepts. I cut it, because a percentage promises measurement a viewer hasn't earned. Ads got a punctuation flip instead: “Ready?” becomes “Ready.”
I parked it as off-brief product mechanics, then brought it back scoped as an in-hub feature for signed-in visitors. It counts progress from completed actions, never from reading, and never appears in advertising.
AI's first pass paired two typefaces. I consolidated to one, Noto Sans, with hierarchy carried by weight alone, matching the masterbrand and keeping the system disciplined.
I cut the slides that explained rather than demonstrated (“Why this wins”). The deck argues by showing.
I rewrote the closing slide on presenting and handling feedback in my own words, replacing AI's structured framework.
The “moment before” imagery concept, a real Australian mid-gesture just before saying yes, ran across nine sourced frames. Nothing shipped as a placeholder.
Three hero concepts became a rendered hub header, a 1080×1350 social ad, and six standard banner sizes, each with frame-by-frame motion direction I wrote myself, down to the endframe beat where the top of the “?” fades off to become a “.”
I tightened the audience, quantified the colour roles, polished the rationale and rebuilt the whole system as final artwork.
Instead of handing over a PDF, I directed AI to rebuild all 18 slides as a live, navigable website at kingtan.com.au: native HTML/CSS rather than exported images, with the deck's “Ready Line” running as the live progress bar. First version live in about two hours.
Deck fidelity beat cleverness.
Version one had the campaign banners animating live on the page, real HTML banners playing their four-step storyboard. Flashy, but it wasn't the deck.
I called it: show the storyboards as designed. The reversal shipped in minutes and removed 561 lines of code.
That one decision is the working relationship: AI proposes and executes, I decide what's on brand.
Each round: I reviewed the live site against the Figma file slide by slide, described what was off, and merged the fix minutes later, through a real branch → PR → deploy pipeline, with my hand on the merge button every time.
I designed this identity. AI collapsed the distance between each decision and its artefact.
Walk the full presentation: the identity, the campaign, and the Ready Line ticking along the bottom. The same site I directed AI to build and ship.
View the live presentation