Art at Work
Art at Work
My approach balances creative vision with platform realities, designing systems that convert while maintaining brand integrity across the entire customer journey. I build digital campaigns that tell cohesive brand stories across every touchpoint, from web experiences, email journeys to social content and digital ads.
I developed a comprehensive design system that unified Keen's brand and product visuals across digital, social, retail, and marketing channels. This flexible graphic system streamlined internal development, established clear guidelines for external partners, and boosted market awareness through consistent brand narratives.
Learn more about additional Keen experience here.
Email Design
Working with Columbia meant juggling multiple brands, various product lines, and customers with really different regional preferences. The key was making sure their seasonal storytelling flowed consistently from what people saw in stores to what they experienced online. I used strategic messaging to create campaigns that could adapt to different audiences while maintaining that cohesive brand story across retail and digital spaces.
Event Brand Suport
Brand design support for a special summer event series. Keeping true to the Columbia brand identity, I created the digital marketing materials for the end-to-end marketing even needs.
Partnering with a unique product company, I helped them refine their email messaging content for clarity and conciseness. I reframed the message structure and refined the graphics to connect with users' needs throughout the post-purchase experience.
Considerations
The design needed to echo the brand design style, and visually present as a series. The brand images use a mix of epic landscapes, architectural images and nature elements.
Learnings
After running the first post purchase emails, they didn’t view well within the mobile delivery. As a majority of the emails were viewed on mobile, the design needed to work within this platform better.
Second item was the content was too much. They were delivering too much content, and important points weren’t coming through.
After reviewing the content including in the email above, there were multiple messages. This content was decided it can work across 3 emails for succinct content delivery.
Art Direction
In addition to developing the design to fit within brand aesthetic, I worked through copywriting ideas. In an effort to go beyond the basic purpose wording, I played with words to identify with their demographic.
This email is the first in the series. First content needed with the product is basic use. Information graphics and succinct steps conveyed the content in a clear and minimal form.
Information Clarity
After distilling the content into the new format, it was clear there were multiple messages. From here, we separated this email into 2 emails with specific content.
Series Consistency
Emails 2 and 3 utilized series headers, with body content icons leveraged for quick recognition.
A product company wanted a new look for their winter campaign- one social story for each product, 4 stories total. The new style needed to fit within and expand upon the brand aesthetics, with provided copy and line art.
Product specific target audience
Each product has a different audience, and the graphics needed to speak to the audience through photography, and tonality bridging the product and photography.
Consistent layouts
I developed a layout that would be the same between all 4 stories. The background, photo collage and filters, and type color were adjusted to fit the individual product and market appeal.
The following campaigns were designed to continue the brand campaign into display ads. They were the first vision of the new brand look or campaign direction.
Design and development of the client’s new brand campaign, I adapted the guidelines into digital ads. To yield the best traffic, the ads were developed to feature animation- yet with real work budgets in mind, animations were minimal.
• Featured html5 animations
I adapted the design to fit across highest placement sizes.