Role: Senior Designer (Art Direction & Visual Systems)
Led visual direction for campaign layouts, typography frameworks, and cross-channel marketing design supporting catalog, web, and digital promotions.
The Gallery Collection produces seasonal marketing campaigns across print catalogs, digital promotions, and web channels. I helped develop structured visual systems that supported consistent brand presentation while enabling efficient production of high-volume marketing assets.
My work focused on typography systems, layout frameworks, and campaign visual direction to ensure the brand remained cohesive across catalogs, web promotions, and marketing collateral.
The Challenge
The Gallery Collection produces a large number of seasonal marketing assets each year across both print and digital channels. Maintaining visual consistency while supporting fast production timelines required a structured design approach that could scale across multiple campaigns.
Key challenges included:
• Maintaining brand consistency across print, web, and marketing channels
• Designing layout systems that supported high-volume production
• Ensuring visual clarity across complex catalog and promotional layouts
Website Evolution
The Gallery Collection website underwent a major visual and structural update to modernize the user experience and better support marketing campaigns and product discovery.
My work contributed to visual system improvements and layout updates that aligned the website with the brand’s evolving digital marketing strategy.
Legacy Website Layout
Updated Website Design
Design Improvements
The updated website design improved visual hierarchy, simplified navigation, and integrated marketing promotions more effectively within the page layout.
Key improvements included:
• Stronger visual hierarchy for product browsing
• Improved promotional placement within the homepage
• Updated layout structure supporting modern e-commerce expectations
• Alignment with broader campaign and brand design systems
Design System Approach
The project required creating structured visual systems that could support the production of large volumes of marketing assets across multiple channels.
The design system approach focused on:
• Consistent typographic hierarchy across catalog and web layouts
• Modular layout structures that could scale across campaigns
• Unified promotional messaging across print and digital channels
• Alignment between product presentation, marketing promotions, and brand identity
Creative Direction
The campaign system required balancing strong visual storytelling with scalable production across multiple marketing channels. My work helped shape the visual language used across seasonal campaigns, including typography hierarchy, promotional layout direction, and product presentation.
Creative direction considerations included:
• Establishing a cohesive visual tone across print and digital campaigns
• Designing promotional layouts that highlighted product storytelling
• Guiding typography and hierarchy to support brand clarity
• Ensuring campaign visuals aligned with the brand’s premium positioning
Outcome
The structured design approach helped maintain visual consistency across high-volume seasonal campaigns while improving the clarity and presentation of products online.
The updated website layout and campaign system allowed marketing promotions, product browsing, and brand presentation to work together more effectively across digital and print channels.