The AMP Retirement Hub — identity, campaign and comms for a design interview task. A human idea, directed end to end, with AI as production partner — then shipped as a live website the same day.
AMP was launching a retirement education hub — articles, guides, videos and tools — needing 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 personal experience — conversations with family and friends about retirement. The pattern was always the same: people don't avoid retirement planning because they lack information; they avoid it because the decision feels enormous.
It's a behaviour problem, not an information problem. So the fix is behavioural too: break the one overwhelming question into small, answerable ones. One step at a time.
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 every yes is made visible.
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.
Full alternative concepts and logo studies were generated, compared and discarded in hours. Exploring became nearly free, so converging became confident.
Every rule I set was applied consistently across 15+ slides — the tedium AI is genuinely good at.
Soft edges where the brand persuades, hard edges where the institution proves — one rule, applied everywhere without fatigue.
AI put the Ready Line's progress state into ad concepts. I cut it — a percentage promises measurement a viewer hasn't earned. Ads got a punctuation flip instead: “Ready?” becomes “Ready.”
Initially parked as off-brief product mechanics, it returned later — correctly scoped as an in-hub feature for signed-in visitors only. Progress is counted from completed actions, never from reading, and never appears in advertising.
AI's first pass paired two typefaces. I consolidated to one — Noto Sans, hierarchy carried by weight alone — matching the masterbrand and keeping the system disciplined.
Slides that explained rather than demonstrated (“Why this wins”) were cut. The deck argues by showing.
The closing slide on presenting and handling feedback was rewritten entirely in my own words, replacing AI's structured framework.
The “moment before” imagery concept — a real Australian mid-gesture, just before saying yes — was executed 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 “.”
Audience tightened, colour roles quantified, rationale polished, and the whole system rebuilt 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, not 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. Technically flashy. But it wasn't the deck.
I called it: show the storyboards exactly as designed. The reversal shipped in minutes and removed 561 lines of code.
That's the whole working relationship in one decision — AI proposes and executes; the designer decides 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.
AI didn't design this identity. It collapsed the distance between a 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