As the lead designer of the 2018 Holiday eCatalog, I managed all parts of this project, from inception to completion. With a tight deadline and lean budget, I had to be resourceful to save time and reduce cost. I repurposed photography from the year before in clever ways and worked alongside our photographer to shoot the cover, back cover, specific spreads, and new products in-house. Finally, I introduced our new product designs and seasonal props to a fresh, new layout.
Through hard work and the combined dedicated efforts of Marketing, Merchandising, Copy, and Photography, we completed the eCatalog 6 weeks earlier than the year prior, all while managing our regular weekly projects during our busiest time of the year! In November my colleague and I were proud to present the final project at our monthly company-wide meeting.
The dot whack redesign was an important and time-sensitive pre-holiday project. The bursts needed not only design enhancement and font legibility improvements, but workflow and technical quality revisions as well.
I gathered inputs from across the organization, worked closely with Merchandising, Marketing and global stakeholders to meet regional requirements, and did numerous Q/A tests. When the results met our standards, I updated the brand document outlining rules on usage for the mobile app, site, and email, and shared art files with multiple working examples.
I similarly art directed and provided feedback, throughout the year, on a series of international marketing campaigns to ensure that burst usage stayed on brand across Snapfish.
I briefly filled in as an active designer on the email marketing design team and was tasked with redesigning the email footer. Emails are now opened more on mobile than desktop so it was important the new design scale to both devices.
I researched current trends and our business competitors, then worked with Marketing to update and reorganize content and create a mobile-friendly design in which content can be read and accessed with ease.