Visual Designer, Design Strategist

January 2018

visual designconceptualdesign strategy

PhotoShop, Illustrator

“As a product owner, I want to offer our customers gift cards. I am making a pitch to our business executives and need a supporting visual.”

Opportunity.

While researching opportunities for the holiday 2017 season, the product owner noted a potential revenue miss with AT&T: A gift card program. Companies that utilize gift cards reported an average sales lift of 60%.

Strategy.

Instead of creating one gift card, I designed a range of options. My strategy was to offer variety to the customer while promoting for our lines of business.

1. Gift givers want to buy products that match the recipient's personal style. Let’s provide a level of personalization through our variety of product offering.
2. The variety of products serves as an opportunity to showcase products, services, and entertainment content.
3. Gift card designs can also align with annual offers like Back-to-School or Valentine’s Day.

Solution.

I determined 5 categories to show that would meet customer and business needs.

• Categories 1 -3: AT&T branded, DIRECTV content, and popular/featured products. I used the AT&T brand as well as licensed images.
• Category 4: Occasions. For Valentine’s Day, I selected a stock image a designed a milk-froth AT&T logo. For the Back-to-school design, I used a chalkboard theme converting our logo to a chalk texture image and pairing that with the back-to-school appropriate typography.
• Category 5: eGift Card. For last minute gifts and busy customers, the eGift provides a variety of styles OR the option upload your own image.

2007

Bothell, WA

Telecom & Entertainment

A lot!

visual design / ux design / art direction / people management / process development

May 2018

instagramfacebooksocial mediamarketingdesign

Strategist, Designer

PhotoShop, Illustrator

Instagram, Facebook

Problem.

TruVintage66 is a local business whose sales are generated from trunk shows and festivals, primarily in Seattle. We needed to create awareness in the D.C./Maryland/Virginia metro area (the DMV). Though the owner/artist has a large network in the DMV, she was looking to reach new, potential customers.

Strategy.

1. To create a multi-day campaign instead of a singular post. This would allow us to maximize reach and ensure the message was repeatedly delivered.
2. To leverage a low-cost marketing tool to reach TV66’s target audience (women, African-American women & men, age 30+) in the DMV.
3. To showcase the products because TV66 does not have a website.
4. To design a theme that that matches the products and TV66 owner/artists style and standards.

Solution.

1. I came up with the concept of a 10-day countdown leading up to the Festival for the multi-day campaign.
2. I utilized Facebook's marketing tools to reach TruVintage's target audience in the DMV. I boosted posts on Facebook and Instagram.
3. My countdown campaign created an opportunity to feature over 10 pieces across TV66's jewelry line.
4. All TruVintage66 jewelry is one of a kind, so I created a design strategy to visually represent the products. I incorporated handwritten typography to align to the uniqueness of TV66 accessories. I paired that typeface with a thin, elegant font to draw on the elegance of the jewelry. TV66's brand colors include chocolate, and raspberry, and kraft paper tan. I used combinations of those colors for the countdown tags on each post.
5. Post 7 ("4 days until") featured a "sold" stamp to create desire since people tend to want what they can't have/what others have.

“As a Seattle area business owner, I need a campaign strategy and design promoting my vendor space at the Capital Jazz Festival.”

2011

Seattle, WA

Jewelry, Art

18

Results

Total 2-day sales exceeded goal by 20%.

67.1% of impressions resulted from hashtag selection.

41% of the people this campaign reached were not current customers.

4% new followers gained through this campaign.