In-house digital designer for a direct-to-consumer ecommerce apparel company.
Pact is an apparel company with a mission to sell affordable, organic cotton clothing. When I first joined the company, they were eager to ramp up their ecommerce business and needed a full-time digital designer to run their email marketing program. After a year in this role, I transitioned into focusing on UX/UI design work, art direction for upcoming campaigns, and helped with producing and managing seasonal photoshoots.
My Role:
Digital Designer
Campaign Art Director
Location:
Boulder, CO + Remote
Duration:
June 2018 – June 2020
Conference Attended:
Litmus 2019 | San Francisco, CA
Main Responsibilities:
UI Design
• Webpage Redesigns
• Feature Redesigns
• Campaign Designs
• Collaboration with dev team
Email Marketing
• Email Designs
• Copywriting
• Development (HTML/CSS)
• EMS Scheduling + Management
• Webpage Collection Building
• Campaign Code Management
Email Marketing
For the first year and a half that I was working at Pact, I was responsible for running the email marketing program for our 350,000 subscribers. I worked closely with marketing to conceptualize, write, create, and implement the email blasts to our subscribers. I also attended an email marketing conference in San Fransisco called Litmus, which helped me strategize how to include new and best marketing practices into our email program.
How can we create clever, thoughtful, well-designed, and inspiring emails to help increase our open and click-thru rates while focusing on improving brand familiarity?
Launch of Organic Bath Towels
One of our biggest product drops of the year was the launch of our 100% organic cotton bath towels. It was important that the home collection was hitting revenue goals, so our team decided to have a photoshoot solely focusing on the new home collection. I worked hand-in-hand with our photographer to style the new products, while also making sure to create consistent lighting and styling to our other products.
The launch email needed to be very brand forward, and was carried by mostly by the photography from the photoshoot. I also knew from data analysis that open-rates were higher when emojis are included in the subject line, so I opted for big, bold exclamation points to capture user attention.
Tools Used:
• Photoshop
• Invision
• Dreamweaver
• EMS (Sailthru)
Launch of TrueTones Collection
In early 2019, Pact launched new color ways in some of their essential underwear and bra styles. The new tones were created in an effort of inclusivity and to give everyone a “nude” shade that best suits them. I ran the styling of the products, and incorporated greenery and natural matching backgrounds to appeal to the organic nature of the brand.
I wanted the email to feel friendly, approachable, and inclusive of our diverse audience. I approached this by using a softer subject line and a question to increase open rates. Inside the email, I led with a gif to increase user retention, kept it short and sweet, and ended with a friendly grid of inspirational images and quotes.
Tools Used:
• Photoshop
• Invision
• Dreamweaver
• EMS (Sendgrid)
Campaign Design
I art directed our second biggest revenue making holiday of the year: Earth Day 2020. As an organic cotton brand, we leaned in heavily to the slogan “Earth’s Favorite Clothing Brand” around this time, and let that carry the message for this important promotion.
How can we create a scalable Earth Day campaign across multiple channels that entices customers to shop with us while increasing familiarity around the brand and it’s mission?
Website Homepage Redesign
For Earth Day, I completely redesigned the homepage of our website. Since the focus of this campaign was to increase our brand messaging and familiarity, I wanted to make the connection between Pact and nature because of our environmental mission. Our new Spring 2020 clothing line had also recently launched and was highlighted by brightly colored products. I incorporated these colors into the Earth Day campaign design as well to increase visual familiarity within the seasonal campaigns. As the weeks went on, we switched out the hero image on the website and other campaign assets for a fresh look.
Email Marketing
I created visual consistency across all marketing channels by coordinating banner images with the website.
Display Ad Sample
Webpage Redesign
A big focus of our marketing team at Pact was to increase our brand awareness. This meant that we had to more clearly define who Pact was, what we did, and what Pact stood for as a brand. Several of our webpages had mixed messaging and poor information architecture, making it confusing to figure out our brand and mission. It became clear to our team that these key pages needed to be redesigned and reformatted.
How can we improve upon our current page designs to communicate a clearer brand message?
About Page Redesign
I led the redesign of our About Page. Our team needed to convey the message that we were “Earth’s Favorite Clothing Brand”, and while this carried the weight of most of our marketing materials, our About Page needed to go into greater detail about why we were Earth’s Favorite Clothing Brand. Our previous version had mixed messaging with no strong vision of our brand, our mission, and the current sustainable programs we were including in our shopping experience. I also collaborated with our dev team to utilize technology we already had in place for our website.
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Mobile Version
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Social Media
Pact need to create consistent branding throughout all of our marketing touch points. It was important to ramp up our Instagram following, so I teamed up with marketing to create stories and posts that would help bring forward our brand more prominently through social media.
How can we expand our social media following while also increasing brand awareness?
“Dear Earth” Letter
While we were promoting our Earth Day campaign, I led the design of all of our social media posts. I collaborated with our marketing team to put together several Earth Day inspired posts, one of which was a letter to the earth and what promises we were making as a company.
Pride Day Instagram Post
To show our love and support for Pride Month, we made several posts and stories promoting ways to virtually celebrate in the midst of the pandemic.
