Role: Senior Designer (Art Direction & Visual Systems)
Objective: Develop scalable visual systems for high-volume seasonal marketing campaigns across print, web, and digital channels.
Approach: Typography systems, modular layout frameworks, and cross-channel campaign design.
Result: Cohesive brand presentation and efficient production across catalogs, web promotions, and marketing collateral.
Tools: Adobe InDesign, Photoshop, Illustrator
Campaign System Design
Developed structured visual systems to support large volumes of seasonal marketing across print and digital channels while maintaining brand consistency.
Key focus areas:
• Brand consistency across print, web, and marketing campaigns
• Scalable layout systems for high-volume production
• Clear product presentation across complex catalog layouts
• Brand consistency across print, web, and marketing campaigns
• Scalable layout systems for high-volume production
• Clear product presentation across complex catalog layouts
Website & Digital Marketing
Updated website layout and visual hierarchy to better support product discovery, promotions, and campaign messaging.
Key improvements:
• Improved visual hierarchy for product browsing
• Better integration of marketing promotions
• Updated layout structure aligned with modern e-commerce expectations
• Improved visual hierarchy for product browsing
• Better integration of marketing promotions
• Updated layout structure aligned with modern e-commerce expectations
Legacy Website Layout
Updated Website Design
Visual System & Art Direction
Developed typography hierarchy, layout systems, and campaign design direction used across seasonal campaigns and marketing materials.
Art direction focus:
• Cohesive visual tone across print and digital campaigns
• Promotional layouts designed for product storytelling
• Typography and hierarchy supporting brand clarity
• Campaign visuals aligned with premium brand positioning
• Cohesive visual tone across print and digital campaigns
• Promotional layouts designed for product storytelling
• Typography and hierarchy supporting brand clarity
• Campaign visuals aligned with premium brand positioning
Outcome
The visual system improved consistency across high-volume campaigns and allowed print, web, and marketing promotions to work together as a unified brand system.