Kmart wanted to stand for exactly what it is: a low-price retailer people trust. Low Prices for Life set that direction, and became the prism everything operated in.

The look was clean and white, product and price front and centre, with real living settings in the mix. The challenge was making price exciting in that world, and finding out just how far a white world could stretch. Sport, fashion, fitness, kids, Easter and plenty more.

The reach went wide, from classic out of home to trams and addressable billboards in shopping centres. Digital art director across it all, concepting and then directing on set.

Today Kmart sits among Australia's three most trusted brands.

This is a collection of the four years of brand work.