The letters in your mandatory criteria should be in addition to the required letters of recommendation.
You should also be careful of using evidence for consulting work as I’ve seen people rejected on that basis. The guideline states:
Please note that ‘leading industry experts’ excludes roles listed as unsuitable in the Typical Applicants section of the guidance (for example, managers at Outsourcing or Consultancy firms etc.)
The examples you use for Innovation should demonstrate the aspect of the work you did that was innovative. It doesn’t have to use the exact phrase “new digital concept”. Please see my post on Innovation