CLIENT: Stanley Brand
ROLE: Art Director + photo AD
SITUATION: The E-commerce team looking to boost summer sales while also focusing on their female customer segment.
TASK: Concept and design campaign ideas for site, email and social platforms
ACTION: I focused on bright and playful imagery that appealed to the female customer. I utilized existing imagery + new images to composite a fresh idea that was eye catching and felt on the fashion side, which is a departure for the brand.
RESULT: Email saw a 32% click-thru rate, while site revenue on the week of launch saw sessions up 43% and sales up 29%
CLIENT: Courage Brands
MY ROLE: Concept and design visuals for usage on Courage Brands Instagram, LinkedIn and Facebook accounts.
SITUATION: Change is hard. But the hardships that come from not changing are even harder. Ryan Berman, the authority on courage was writing a book on it and looking for ways to create social media buzz to promote his brand and book.
TASK: To develop new and captivating visuals for the launch of his book, “Return On Courage”. The book is go-to courage instructional manual that helps readers attack and shrink business fears head-on.
ACTION: I spent time with the client to go over ideas. Ryan wanted to focus on images and idea that made the viewer stop and think. Visuals that spoke to courage and had a strong message.
RESULTS: The Courage brand saw an increase of brand awareness with ongoing social media posts. Ryan sold more books and began to book more and more workshops as a result of more brand awareness.
CLIENT: ProFlowers
ROLE: Art Director + photo AD
SITUATION: Develop unique packaging that stands out in a sea of cardboard boxes on a customers doorstep.
TASK: Concept of packaging, illustration work, design, pre-press dieline work, and photo art direction of visuals of boxes.
ACTION: Creation of unique packaging solutions to surprise and delight consumers when they receive the products. Designs included new look for floral boxes, spa gifts, floral & berry pair gift.
RESULT: ProFlowers saw positive feedback via customer service calls and social media response. The Perfect Pair box kept flowers and berries cold and the only one of it’s kind at the time. The green flower box not only had a more cohesive brand experience for the customer, but was also a cost saving for the company as we switched to a single vendor and moved from 4 color to 1 color printing.
CLIENT: AMAZON FIRE TV SOCIAL
ROLE: Designer
SITUATION: For Black History Month, the client wanted to highlight black directors, filmmakers, actors and voices from employees at Amazon.
TASK: Develop a unique social campaign throughout the month of February showcasing to new and existing customers
ACTION: I worked with internal AD and established ideas to expand and develop the campaign further. I designed visuals for usage on Fire TV social media
RESULTS: Social media impressions ranged from 48K - 95K per post.
CLIENT: Stanley Brand
ROLE: Print Designer
SITUATION: Stanley was launching a new color collection for the holiday season. They wanted new and modern packaging that would stand apart from competitors but still look with the same family as their current in-line packaging.
TASK: Packaging exploration and design
ACTION: I spent a bit of time exploring unique options for the collection that felt modern. The brand had never done anything on the more female side or with a white aesthetic. I wanted to maintain the key brand attributes while pushing the design to be modern.
RESULT: Stanley brand DTC saw complete sell through of polar collection during the holiday season. Retail also had strong numbers. The new aesthetic allowed the brand to enter into new retailers they had not previously been in, such as Williams Sonoma.
CLIENT: STANLEY BRAND
ROLE: Creative, Art Director + photo AD
SITUATION: Launch new bespoke Star Wars product for a May the 4th collaboration with Lucas Films + Disney.
TASK: Concept and design campaign ideas for site, email, social platforms as well as Amazon brand pages while staying within Lucas Films + Disney brand guidelines.
ACTION: I worked closely with an internal Stanley industrial designer to understand the inspiration behind the product and design. I then used that information to conceptualize photographic and design direction for entire campaign. I researched unique spaces to art direct photography that felt in-line with the Star Wars aesthetic. I created digital assets including Brand website, Amazon A+ content for Stanley, email, paid media and organic social while partnering with Lucas Films and Disney to get approval on all stages of the campaign.
RESULT: In one day email brought in a 13K revenue, while site saw 16K visitors with 3 Star Wars products selling out within the first few hours of the launch.
CLIENT: Amazon Fire TV
ROLE: Designer
SITUATION: Amazon Fire TV partnered with Food Network Kitchen. To introduce and promote the collaboration, visual ads and assets were needed throughout the campaign.
TASK: create digital assets or the Fire TV x Food Network Kitchen partnership using current visual standards for both brands.
ACTION: I worked on designs that followed the existing brand direction and made slight modifications based on the creative. Assets included creative for Amazon homepage, Facebook ads, social media and blog posts.
RESULT: Social media impressions (on posts I worked on) ranged from 58K - 97K per post.
CLIENT: Stanley Brand
ROLE: Art Director + Designer
SITUATION: Stanley was looking to launch a series of new fashion color mugs called “quenchers”. This product had seen success with a female customer in the past and they were eager to push the momentum further.
TASK: Create a unique set of images that would feature the colors and color story for a more fashion orientated customer. Develop look books for PR promotion as well as digital assets for email and social promotion.
ACTION: I put a lot of effort into crafting unique stories around each of the new colorways. I executed a photo shoot, well under budget and got some amazing imagery from it. I then focused on creating look books, email and social digital assets with those photos. I tried to keep the product photos the hero of every shot. Minimal amounts of copy and clean typography to compliment the modern aesthetic.
RESULT: Quencher product sold over 2M within 2 hours. One of the most successful product launches in the history of the Stanley brand.
CLIENT: FORK & MELON
ROLE: Print Designer
SITUATION: FORK & MELON is a clean line of elevated basic skin and personal care products. Client was launching a packaging for products.
TASK: Concept simple and modern looking packaging for hand wash, lotion, body wash and hand sanitizer.
ACTION: I developed and executed design based on creative ideas the client had in mind. I worked with the print vendor to ensure quality and consistently of printing.
RESULTS: Fork and Melon product sales saw increase. Their Instagram social following went from 3K to 11K. The new packaging was featured in multiple articles and media.
CLIENT: Dr. Squatch Soaps
MY ROLE: Concept and creation of photographic, social media campaigns, digital (site, email and display) and printed assets including T-shirts, sticker swag for the brand.
SITUATION: Dr. Squatch Soaps was a relatively new start-up. They were looking for help to develop unique email, social media creative, print pieces, swag items along with other brand focused assets to generate brand awareness and increase sales.
TASK: Help the brand establish a cohesive look across email and social media. Concept new and innovative ideas for future brand development.
ACTION: I created several email template in Klayvio for the brand to utilize as well as creating unique newsletter and storytelling emails. I created unique branded swag for the company to give away with products and at brand events. I also concepted a “Gets the Job Done” campaign that focused on a blue collar customer that the brand hadn’t quite broken into yet.
RESULT: Created a cohesive look to emails and received a lot of positive feedback from our social media posts. Email channel saw immediate increase in profit, included selling out of items featured.
CLIENT: ProFlowers
MY ROLE: Product concept, design of chocolate shapes, art direction of visuals, print and digital assets.
CLIENT: Oh Joy
MY ROLE: Digital Design - concept and create digital assets for site, email and social media.
SITUATION: At Proflowers, Mother’s Day sales were soft and they were looking to find a way to bring in incremental sales. The current MDay campaign at Proflowers hinged on gifting our new and exclusive products that were trendy and stylish. Joy Cho and her team approached Proflowers about collabing on a fun project to promote items that were hand-picked by Joy from the ProFlowers site. This partnership would also featured on the Oh Joy own blog and Instagram.
TASK: The collaboration with blogger Joy Cho included working with Oh Joy team to create campaign assets, included site and emails.
ACTION: I felt that collaborating a designer/influencer would give a “seal of approval” about how stylish our product were & boost sales. At the time, Joy Cho was really trending and had a large social following. I used this idea to speak to Joy’s picks and her trend correct advice on the perfect gift to give from Proflowers. I created a series of site, email, social and blog assets that captured all of this.
RESULTS: A cohesive campaign on site, email and social that benefited both brands. Proflowers saw high engagement in the collaboration. Transactions the brand with the collab showed an 85% increase in new customers.
CLIENT: ProFlowers
MY ROLE: Co-concept campaign with copywriter, art direction of photography, creation of digital and printed assets.
SITUATION: It’s a little known fact that roses cut in winter (for Valentine’s Day) will yield more abundant roses again in summer. If you are in the floral industry you are left with a giant surplus of roses around July and August. At ProFlowers we took advantage of this massive surplus and crafted a campaign that targeted our male consumer.
TASK: Develop a strategic campaign that targeted Proflowers male customer. Inspire and convince them to purchase roses during the month of August. Also as always create brand awareness in the process.
ACTION: I partnered with a copywriter to co-develop a campaign around the idea of romance without needed a reason. We challenged customers to “Love Boldly” and to “Surprise and wow out of the blue”. What better way to rekindle the heart of your long time love or wow your partner in a new relationship. We took advantage of the fact that all of this campaign was taking place during the month of August which is also National Romance Month. With the best roses of the year at the lowest price ever our male customers really couldn’t go wrong. I art directed a shoot to capture all of this along with developing assets for site, email, paid social and organic social.
RESULT: Proflowers sold out of new “romance” sku’s within the first week. These were new product sku’s created with large amounts of roses, such as 50 stems, 100 stems. I was also able to shoot the entire campaign in one day for under $12K which allowed the brand to use money savings to invest in advertising.
CLIENT: WATER POOCH
ROLE: Creative/Art director + designer
SITUATION: Start-up client trying to re-invent themselves was in desperate need of brand guidelines to create cohesion as well as define new look and feel.
TASK: Create brand guidelines deck along with explorations into new iconography and design language.
ACTION: I focused on working to re-invent some elements of the brand and evolve others. I spent several weeks developing direction for the visual look and feel of the brand including typography, visuals and color palette.
RESULT: The client was excited to have a cohesive brand guide. From this point they began to develop a new site with this document as a guide.
CLIENT: AMAZON FIRE TV SOCIAL
ROLE: Designer
SITUATION: Amazon Fire TV was looking for new and fun ways to educate customers on simple Fire TV features.
TASK: Create a fun and on-brand series of posts that will engage customers to learn more.
ACTION: For this project I really wanted to brand colors to pop and stand out on social media. Reading technical details can be really boring so I wanted to make it fun and include animation and playfulness to the posts.
RESULTS:
CLIENT: PureBoost Energy Drink
ROLE: Art Director + Designer
SITUATION: A Purer Pure. A Better Boost. Pureboost, founded by a few good parents, is a cleaner energy alternative. Brand requested new visuals to use on social media platforms and Amazon sales page.
TASK: Concept and create unique and eye catching visuals to help tell the story of the quality product.
ACTION: I’ve worked on several projects for Pureboost including digital assets for social, Amazon storefront pages, their own DTC site as well as packaging and print pieces.
RESULT: Pureboost Brand has grown and expanded it’s offerings immensely over the past few years. From being just a small start-up to now available to purchase at Target (on shelves and on-line). They continue to be profitable.
CLIENT: Nike
MY ROLE: Designer & Art Director
SITUATION: Nike US Sales Tools Team needed help creating catalog designs to help the Nike sales force present compelling product stories and new seasonal offerings to retailers across the US (Nordstrom, Foot Locker, Kohls…etc).
TASK: Concept/create unique designs, along with presentation of all ideas to sales team channels. Art Direct images for use in print catalogs.
ACTION: Even the biggest shoe brand in the world needs a little help getting their foot in the door, which is where I came in! I concepted visuals that were in line with CMF of footwear and appear to reinforce the seasonal direction and inspiration. I also art directed visuals of product for the catalogs as well.
RESULTS: Nike sales team responded positively to the new materials and they saw positive sell through of seasonal offerings.
CLIENT: BIOCLARITY
SITUATION: Client was looking to generate more brand awareness and gather followers.
TASK: Concept and create unique video ads and animations for social media posts and develop paid social ads that draw in customers.
ACTION: Previously the client, Bioclarity had been only using static images for posts and Insta stories but wasn’t seeing great results. With a young millennial audience, I took there social posts to the next level by adding motion, video, animation and music. With paid social ads, I focused on keeping things clean and simple with a focus on the branding main messaging.
RESULT: Bioclarity saw an increase in social media impressions with the addition of video. The “5 Stars Review post” was an all time win for the brand with the most impressions they had in months. Paid social ads had an increase in click-thru bringing in additional revenue for the brand.
CLIENT: Concept work for Operation Mobilization
MY ROLE: Creative Director & Designer
SITUATION: (CONCEPT) Operation Mobilization (Christian mission sending organization) had not successfully leveraged digital marketing in their development programs. They were facing low level of traffic to their website, low awareness in the market and difficulties standing out from other mission sending organizations.
TASK: (CONCEPT) My challenge for this project was to outline a creative campaign strategy to build a digital audience and grow their donor file with a final goal of having 1,000 new donors acquired and inspired in 2019.
ACTION: I spent time researching the OM brand and what they stood for. I focused on their unmet consumer needs and brand capabilities to develop a unique campaign that could attract new donors and create a community of people invested in each other.
RESULT: Because this was conceptual work there are no results to share, this is more a demonstration of how I can create a strategic campaign and the thought process I go through.
CLIENT: ProFlower
MY ROLE: Photo AD & Digital designer
SITUATION: Trying to sell Flowers and plants during the holiday
season is difficult . Floral products are not typically seen as traditional
gifts for the holidays. Proflowers was up against other retailers many of who offer deep discounts and free shipping. They also faced a reduced creative budget so more money could go towards marketing buy. Regardless as a business they still needed to make money and drive multiple purchases per customer.
TASK: Create a campaign that offered the customer a compelling reason to buy a floral or plant product during the holiday season while on a super limited budget.
ACTION: I collaborated with a copywriter to create a campaign concept that spoke to the ease of ordering a beautiful floral gift online. Visuals were bright, colorful and unexpected in order to stand out from other competitors. I reinforced this idea of ease and simplicity by using simple backgrounds and minimal propping, allowing the product to take center stage. Our messaging strategy positioned Proflowers gifts as an easy, affordable yet thoughtful solution.
RESULTS: Proflowers saw great results with this campaign. Overall there was a 22% increase in average units per customer. They had a very cohesive campaign across multiple channels. For the first time, Proflowers realized how to fit their gifts into the Christmas season with this “angle of ease.” I was able to save the company money by shooting 2 weeks of photography with a 10K budget. They were then able to take additional money and invest that spend in advertising.
CLIENT: ProFlowers x All Across Africa
ROLE: Art Director + Designer
SITUATION: ProFlowers partnered with AAA (a company that creates thousands of jobs and connects them to the real and competitive markets across the world resulting in the alleviation of poverty in Africa.) ProFlowers donated a portion of profits back to women in Africa.
TASK: Concept and direction of photographic assets, creation of digital (site, email and display) and printed assets.
ACTION: I began the project by developing a photo art direction deck to have a standard by which all new photography would look. I worked directly with a photographer in Africa who captured my vision. Secondly, I concept a campaign that would highlight the philanthropic AAA brand as well as tie in ProFlowers supporting them and giving back.
RESULT: Proflowers had a really powerful campaign that resonated with their customers who were looking for beautiful gifts with a “feel good” bonus to them. Products sold out within the first week at a premium price point. This collaboration also positively impacted the AAA charity. Proflowers had purchase over 150K worth of their hand made vases, in turn providing work for hundreds of women in the community.
CLIENT: Neva Cuisine
MY ROLE: Logo, signage and menus for restaurant
SITUATION: Owners of a unique restaurant in Paris, France were looking to rebrand their location. Clients restaurant is located close to the Siene river and the concept design was inspired by water.
TASK: Create a logo that is reflective of the location near water and something that will stand out on the front of the building.
ACTION: I spent time looking into inspiration for the brand. The name “Neva” was taken from a river in Russia which has an amazing blue look to it. I focused on a water theme and spent time creating watercolor versions of my ideas.
RESULT: The Neva Restaurant was already in a good place and doing well, but saw an increased success with their new branding. The restaurant has received high ratings and reviews being included in the Michelin guide.
Creative design for website and Amazon A+ Content
CLIENT: ProFlowers
MY ROLE: Contributor to overall campaign concept. Art direction of all photography, print catalog and digital site/email assets.
SITUATION: For Proflowers, Mother’s Day is a peak season where a majority of profits come in. This year the brand wanted to focus on a campaign the targeted multiple purchases with one customer.
TASK: Create a campaign and visual assets that speak to Proflowers being a gift destination where a customer can shop for ALL the mom’s in their lives. Reassure customers that they are getting the best quality possible and trend correct gift.
ACTION: I helped to develop a campaign that spoke to this idea that the golden days of creating macaroni-glitter masterpieces and re-gifting objects from around the house were long over. Sending a generic card to the woman who raised you just wasn’t going to cut it. And, for many of our customers, there’s more than just one Mom to celebrate. They needed a gift that was thoughtful, easy, and most importantly – will make their mom feel as special as she is. We spoke to the many mom’s in our customers lives and the products that would be a perfect fit for them.
RESULT: Proflowers saw an increase in average order value as well as multiple purchases from one customer during the Mother’s Day campaign
