Loblaws
President’s Choice
DX Studio
SR Product Designer
President’s Choice spans grocery, pickup, rewards, health, finance, and recipes — a sprawling ecosystem that needed to feel like one brand without flattening what makes each service distinct.
The work built a modular masterbrand system: a shared visual grammar of flexible tiles and reusable modules, scalable across web and mobile, that brings every service under one coherent PC experience.
I led visual design and systems thinking for the masterbrand, translating a broad service ecosystem into clear, scalable digital patterns. Working with PC Brand Marketing, Loblaw Engineering, and partner studio Zulu Alpha Kilo, I shaped the tile language, hierarchy, and content modules that let the system flex across business units while staying unmistakably PC.
CreDITS //
Design: Ibra Balogun, DX Studio
Content: PC Brand Marketing
Engineering: Loblaw Engineering
Product: PC Product
Partner Studio: Zulu Alpha Kilo
