Beyond The Rack

Designed Dynamic Campaigns, High-Converting Website Marketing Assets & Email Creatives

Beyond the Rack is the largest free Canadian private shopping club with 1.5 million active members in 2010 in Canada and the US.

Context
Client Work on behalf of Beyond the Rack, 2010-2012.

Contributions
Email Templates & Landing Pages
Website Design
UX/UI Design
Campaigns
Logos & Branding
Social Media Set-up
Banner Ad Campaigns
Corporate Stationary & Print Marketing Materials
Powerpoint Presentations
Blog Images

Collaborators
Vice President Marketing Department
Copywriters
Web Developpers
Social Media Specialist
Graphic Designers
Printers

THE PROJECT
Omni-Channel Marketing Assets & Creative Direction
Driving Explosive Growth from $50M to $100M Through Unified Brand Assets for E-Commerce Flash Sales

Between 2010 and 2012, I served as Art Director and Studio Manager at Beyond the Rack, where I led the creative vision and execution that fuelled the company’s remarkable revenue growth from $50 million to $100 million. Directing a talented in-house team of three graphic designers, two copywriters, a social media specialist, and external contractors, I developed and enforced unified omni-channel strategies that delivered consistent, high-impact brand experiences across every customer touchpoint.

I cultivated strong partnerships with printers, suppliers, and production vendors while establishing efficient operational frameworks that supported rapid scaling, tight deadlines, and flawless execution. Strict brand consistency remained the cornerstone of every initiative, ensuring seamless visual and messaging alignment from website to email, social media to print collateral.

My hands-on design contributions were central to the success of Beyond the Rack’s signature daily 24-hour flash sales. I created dynamic, conversion-focused assets including captivating campaign logos, promotional banners, email templates, website graphics, and landing page visuals. I also spearheaded the production of powerful multi-channel marketing materials for major campaigns, trade shows, contests, and corporate events, delivering tailored email campaigns, display ads, blog graphics, and infographics optimized for specific audience segments.

These strategic, audience-centric creatives drove significant improvements in customer acquisition, deepened engagement, and fostered long-term loyalty, directly supporting the brand’s explosive expansion in the competitive e-commerce space.

This body of work demonstrates expertise in omni-channel marketing asset design, art direction for e-commerce, flash sale creative strategy, multi-platform brand consistency, email marketing templates, display advertising creatives, social media graphics, infographic design, trade show collateral, and high-growth creative leadership for fast-paced start-ups.

BTR Website

UX/UI DESIGN
Impactful E-Commerce Website Design
Leading Wireframes, Mockups, A/B Testing & Branded Interfaces for Maximum User Engagement & Conversion

In close collaboration with a skilled team of programmers, I led the UX/UI design and creative direction for Beyond the Rack’s flagship B2C e-commerce website. As the primary UX/UI designer, I meticulously crafted detailed wireframes and high-fidelity mockups that prioritized intuitive spatial organization, strategic content hierarchy, core functionalities, and targeted user behaviors. These comprehensive blueprints served as the guiding foundation for the development team, ensuring every element aligned perfectly with the established design vision and business objectives.

To achieve peak performance, I spearheaded extensive A/B testing customized to Beyond the Rack’s fast-paced flash-sale environment. This iterative process refined layouts, calls-to-action, navigation flows, and visual elements, resulting in measurable improvements in user engagement, dwell time, click-through rates, and overall marketing effectiveness.

Using Adobe Photoshop, I designed fully branded interfaces that captured the brand’s premium aesthetic while maintaining consistency across all pages and devices. I also supplied developers with optimized graphics, assets, and style guides to guarantee seamless implementation.

As Team Lead for the Marketing Department, I oversaw ongoing website enhancements, including regular content updates, strategic refreshes, and performance optimizations that strengthened domain authority and supported long-term SEO growth. This commitment to excellence and continuous improvement earned the website the prestigious 2012 Best of Web Design and Publishing award.

This project showcases expertise in branded B2C website design, UX/UI wireframing and prototyping, e-commerce interface design, A/B testing for conversion optimization, Adobe Photoshop for web assets, responsive web mockups, multi-disciplinary team leadership, and high-impact digital experiences for fast-growing online retail platforms.

CAMPAIGN DESIGN
Soak Up The Sun Campaign
Vibrant Summer Campaign Creative

For the “Soak Up The Sun” seasonal campaign, I led the creative development of a full suite of branding and promotional assets designed to evoke the warmth, vibrancy, and carefree spirit of summer. The project required deep understanding of seasonal marketing psychology, resulting in visuals and messaging that perfectly captured feelings of relaxation, adventure, and leisure while strongly aligning with the brand’s identity and product offerings.

Working in close collaboration with a multidisciplinary team of designers, copywriters, and marketers, I crafted a cohesive campaign ecosystem that included dynamic visual assets, evocative summer-themed imagery, bright and energetic color palettes, compelling slogans, promotional banners, social media graphics, email templates, and supporting print materials. Every element was intentionally designed to resonate emotionally with the target audience, tapping into their summer aspirations and creating an immediate, joyful connection to the brand.

By prioritizing high-impact aesthetics—sun-drenched photography, bold yet approachable typography, and uplifting messaging—I ensured the campaign not only highlighted key products and promotions but also deepened audience engagement, strengthened emotional brand affinity, and reinforced long-term customer loyalty during peak seasonal periods.

This work showcases expertise in seasonal campaign design, summer branding creative, promotional asset development, emotional marketing visuals, bright color palette strategy, multi-channel promotional materials, collaborative campaign execution, and high-engagement branding for lifestyle and retail audiences.

CAMPAIGN DESIGN
Sunday Deals & Steals Campaign
Scalable Templates, Logos, Banners & Brand Elements Driving Consistent 24-Hour Flash Sales

As lead creative overseer for the “Sunday Deals & Steals” campaign at Beyond the Rack, I directed the end-to-end production of daily 24-hour flash sale assets, collaborating closely with copywriters, programmers, and the full marketing team to deliver high-impact, on-brand visuals that fuelled rapid business expansion. This recurring campaign required precision, speed, and scalability, as fresh promotions launched every Sunday, demanding assets that could be efficiently updated while maintaining flawless brand consistency.

I curated and managed the complete creative ecosystem, including custom logos, vibrant colour palettes, typography systems, reusable banner templates, promotional graphics, and site-wide elements optimized for e-commerce performance. Recognizing the cyclical and high-frequency nature of the flash sale model, I prioritized the development of adaptable, modular templates that allowed the team to quickly customize content, swap imagery, and refresh promotions without compromising visual quality or brand integrity.

To support sustained growth, I established structured creative workflows and production processes that streamlined asset creation, ensured seamless integration across the website, email, and social channels, and built operational resilience for increasing campaign volume. These scalable systems strengthened the foundation for business expansion, enabling faster turnaround times, reduced errors, and consistent customer-facing excellence during peak promotional periods.

This project demonstrates expertise in flash sale campaign design, e-commerce creative direction, reusable template systems, daily promotional asset production, brand consistency in high-volume marketing, multi-channel banner and logo design, and scalable creative processes for fast-growing online retail brands.

CAMPAIGN DESIGN
Art Direction & Gastronomic Branding
Sensual Food-Focused Campaign Creative

The “Foodie’s Delight Campaign” offered a mouthwatering celebration of culinary discovery, where my art direction captured the pure joy and artistry of food exploration. Drawing inspiration from the rich textures, vivid colours, and sensory allure of exceptional cuisine, I curated a visually irresistible collection of campaign assets that evoked passion, indulgence, and gastronomic excitement.

Every design decision—from warm, rustic backgrounds and carefully styled food photography to intricate detailing of utensils, ingredients, and plating—was intentionally crafted to tantalize the senses and immerse viewers in the emotional pleasure of dining. The result was a cohesive, appetizing aesthetic that not only highlighted featured products and promotions but also built deep emotional connections with food lovers, driving engagement across digital channels, email marketing, social media, and promotional materials.

This campaign exemplifies expertise in food branding and campaign design, gastronomic art direction, appetizing visual storytelling, culinary photography styling, rich texture and colour palette development, food-focused promotional creative, and sensory-driven marketing for lifestyle, retail, and hospitality brands.

PRINT DESIGN
Printed Inserts for Every Outgoing Shipment
Enhancing Customer Experience & Brand Touchpoint in Every Package

I designed and produced professional drop-ship announcement inserts that were printed and included in every outgoing shipment. These compact, high-quality printed pieces served as a branded touchpoint, clearly informing customers that their order was fulfilled via drop-shipping while reinforcing trust, transparency, and the brand’s identity.

The announcements featured clean layouts, concise messaging, strategic typography, the company logo, contact information, and subtle calls-to-action encouraging repeat purchases, reviews, or social follows. Optimized for cost-effective mass printing on lightweight, durable stock, the inserts maintained perfect brand consistency across thousands of daily shipments, turning a routine logistics detail into a positive, professional customer experience that strengthened loyalty and perception of reliability.

This project demonstrates expertise in drop-ship announcement design, printed package inserts, high-volume direct mail collateral, branded shipping notifications, customer communication print design, e-commerce fulfillment inserts, mass production print management, and strategic touchpoint marketing for online retail brands.

CAMPAIGN DESIGN
Celebrity Style Expert Book Promotion Campaign
Jene Luciani’s Hand-Picked Favourite Products Featured Alongside Her Book on Beyond the Rack

I designed and produced a complete suite of premium marketing assets for a high-profile collaboration between celebrity style expert Jene Luciani and Beyond the Rack, centred on promoting her book while spotlighting her personally selected favourite products available on the platform. Jene Luciani, renowned for her fashion expertise, hand-curated a collection of standout clothing, accessories, and lifestyle items sold on Beyond the Rack, creating an authentic editorial-style endorsement that blended her book’s styling advice with real-world shopping inspiration.

My creative direction included elegant promotional banners, social media graphics, email newsletter templates, dedicated landing page visuals, product highlight carousels, and integrated blog-style content—all crafted to reflect Jene’s polished, approachable style while seamlessly merging with Beyond the Rack’s vibrant e-commerce aesthetic. The assets featured refined typography, sophisticated yet accessible colour palettes, beautiful lifestyle photography, and strategic calls-to-action that emphasized the expert endorsement, exclusive curation, and direct link to purchase.

This partnership successfully bridged celebrity authority with online retail, driving brand exposure, audience trust, increased traffic, and conversions among fashion-conscious shoppers seeking trusted styling guidance. The campaign demonstrates expertise in celebrity collaboration design, style expert book promotion, curated product marketing assets, lifestyle editorial creatives, multi-channel e-commerce graphics, high-end visual storytelling, and strategic brand alignment for fashion, retail, and publishing partnerships.

BLOG DESIGN
Eye-Catching Blog Graphics
Static and Animated Images Promoting Fashion Content & Strengthening Brand Identity

I created a comprehensive series of blog images, both static and animated, specifically designed to accompany fashion-focused blog posts and elevate overall brand recognition. These visuals served as powerful promotional companions, transforming written content into engaging, scroll-stopping experiences that captured the essence of current trends, styling inspiration, seasonal collections, and lifestyle narratives.

The static images featured clean compositions, high-quality product photography, bold typography overlays, curated colour palettes aligned with the brand’s aesthetic, and strategic layout choices for instant visual appeal on desktop and mobile. The animated versions—optimized GIFs and short MP4 loops—added dynamic movement through subtle transitions, floating elements, text reveals, and product zooms that brought fashion stories to life and increased dwell time on the blog.

All assets were fully branded with consistent logo usage, typography, and visual language to reinforce recognition across the website, social media shares, email newsletters, and repurposed content channels. The result was a cohesive visual ecosystem that not only supported SEO through improved user engagement and time-on-page but also built stronger emotional connections with fashion audiences and solidified the brand’s position as an authoritative voice in the industry.

This work demonstrates expertise in fashion blog image design, static & animated blog graphics, promotional visual content creation, brand recognition visuals, GIF and MP4 animation for fashion, blog post enhancement creatives, multi-format fashion marketing assets, and high-engagement digital storytelling for lifestyle and apparel brands.

WEBSITE DESIGN
Member-Only Sign-In Page Design
Exclusive Access & Firewall-Protected Login Experience

I designed a sleek, high-security sign-in page for an exclusive, members-only website protected by a firewall, where access was strictly limited to invited users only — requiring an invitation from an existing member to create an account or log in.

The page was crafted to convey prestige, exclusivity, and trust from the very first interaction, using clean, modern typography, subtle animations, and a refined colour palette that aligned perfectly with the brand’s premium identity. Key visual elements included a prominent “Featured On” section showcasing logos of respected media outlets, publications, and partners that had highlighted the platform, instantly building social proof and credibility for prospective members.

The layout prioritized usability with clear input fields, password recovery links, and intuitive error messaging while maintaining a sophisticated, gated aesthetic that reinforced the site’s elite, invitation-only status. This sign-in experience served as a powerful first impression, encouraging invited users to complete registration while subtly signalling the value and exclusivity of membership.

The project demonstrates expertise in members-only website design, secure login page UI, invitation-only access interface, firewall-protected branding, social proof with featured logos, exclusive membership UX, premium gated sign-in visuals, and high-trust digital experiences for private communities, subscription platforms, and elite online services.

BANNER DESIGN
Canada Post Strike Banners
Internal & Third-Party Emergency Campaign Graphics

During the Canada Post strike, I rapidly designed and deployed a full set of emergency communication banners for both the internal company website and external third-party platforms to keep stakeholders, customers, and partners informed about shipping delays, alternative delivery options, and service updates.

The banners were crafted with high visibility in mind, featuring bold, high-contrast colour schemes, large sans-serif typography for instant readability, clear messaging, prominent calls-to-action, and concise icons that conveyed urgency and reliability without causing alarm. I ensured brand consistency across all versions while adapting layouts to different platform specifications—desktop, mobile, email footers, partner portals, and social media embeds—for seamless performance and maximum reach.

The quick-turnaround creatives successfully maintained transparency, reduced customer confusion, mitigated frustration, and preserved trust during a major logistics disruption. This project highlights expertise in crisis communication design, emergency banner creation, strike response graphics, internal & external digital signage, high-urgency marketing visuals, responsive banner adaptation, brand-consistent crisis messaging, and fast-deployment promotional assets for logistics, e-commerce, and retail brands.

CHART DESIGN
Data Visualization Chart
Transforming Complex Ideas into Quickly Digestible Content

I created custom data visualization charts that effectively turn dense, complex ideas, statistics, processes, and technical concepts into clear, instantly digestible visual content. Using strategic design principles, I distilled intricate information into concise, reader-friendly charts—featuring clean layouts, intuitive hierarchy, thoughtful colour coding, purposeful icons, precise typography, and balanced proportions—to enable audiences to grasp key insights at a glance.

These charts were optimized for both digital and print applications, ensuring high readability across websites, reports, presentations, social media, infographics, and internal documents. By prioritizing simplicity, accuracy, and visual flow, the designs not only improved comprehension and retention but also enhanced engagement, supported decision-making, and strengthened communication in technical, corporate, educational, and marketing contexts. This work demonstrates expertise in data visualization chart design, infographic simplification, complex idea transformation, quick-digest content creation, visual data storytelling, information design for clarity, chart & graph production, and high-impact graphics for B2B, technical, and educational audiences.

CAMPAIGN DESIGN
Summer Gifts Campaign
Vibrant Summer Gifting Visuals

The “Summer Gifts Campaign” celebrated the spirit of seasonal generosity through thoughtful, sun-drenched creative direction. Inspired by the golden light of sunlit beaches, gentle warm breezes, and the carefree joy of summer, I led the art direction to craft a vibrant collection of branding and promotional visuals that perfectly embodied the essence of summer gifting.

Every design choice was intentional and evocative: playful yet elegant typography that felt light and inviting, a lively and uplifting colour palette dominated by sunny yellows, ocean blues, soft corals, and tropical accents, and imagery that radiated warmth, gratitude, and anticipation. The campaign visuals highlighted not only the beauty and quality of the featured gifts but also the deeper sentiment of thoughtful giving, creating an emotional connection that encouraged recipients to feel truly appreciated.

This seasonal campaign successfully translated the relaxed, positive energy of summer into cohesive marketing assets that drove engagement, reinforced brand affinity, and positioned the client as a go-to source for meaningful summer presents. The result was a joyful, high-impact creative expression that resonated deeply with audiences seeking heartfelt ways to celebrate the season.

This project demonstrates expertise in summer campaign design, seasonal gifting branding, art direction for lifestyle promotions, vibrant colour palette development, playful typography strategy, emotional visual storytelling, gift-focused marketing creatives, and multi-channel promotional design for retail and e-commerce brands.

EMAIL DESIGN
Email Template Design & Production
Mobile-Responsive, High-ROI Marketing Emails

As a specialist in email template design and responsive email production, I created and maintained high-performing email templates for daily, weekly, and monthly campaigns, where success was measured by key metrics including demand generation, audience engagement, website traffic, and conversion rates. Email remains the most powerful and effective marketing channel available, boasting three times more accounts than the combined total of Facebook and Twitter, and consistently delivering the highest ROI compared to other digital channels.

Unlike broad social media broadcasts, email enables hyper-targeted communications tailored to user location, interests, purchase history, and behavior, making it the ideal medium for driving personalized results. I ensured every template was fully mobile-ready, delivering flawless rendering and optimal user experience across smartphones, tablets, and desktops to maximize open rates, click-throughs, and overall performance.

During peak seasonal periods and strategic refresh cycles, I re-designed and re-imagined existing email templates to keep the brand fresh and competitive. Working in Adobe Photoshop, I developed multiple creative options, presented polished mockups to stakeholders for approval, and then integrated the selected designs into production-ready email templates. I also updated corresponding email spec sheets to guide the programming team, ensuring seamless handoff and effortless daily, weekly, and monthly population by the production crew.

This work demonstrates expertise in mobile-responsive email design, email template creation, high-conversion email marketing, Adobe Photoshop for email creatives, responsive email production, seasonal email redesign, stakeholder presentation & approval workflows, and scalable email systems that drive measurable ROI for e-commerce and direct marketing brands.

Weekly Email Template

CAMPAIGN DESIGN
Fashion Branding & Art Direction
Elegant & Empowering Fashion Campaign

The “Dress to Impress Campaign” served as a captivating celebration of fashion’s transformative power, where my art direction played a central role in conveying allure, elegance, and unwavering confidence. Drawing inspiration from timeless aesthetics blended with contemporary trends, I orchestrated a cohesive visual narrative that honoured individuality, sophistication, and personal empowerment.

Every element was thoughtfully curated to evoke emotion and aspiration: luxurious textures that invited touch, a refined yet vibrant colour palette that balanced richness with modernity, meticulous detailing that highlighted craftsmanship, and strategic composition that positioned each garment as a statement of style and self-assurance. The campaign visuals wove together a story of transformation, encouraging the audience to see fashion not merely as clothing, but as an extension of personal identity and confidence.

Through precise art direction, the campaign elevated the brand’s offerings, creating an aspirational experience that resonated deeply with discerning fashion enthusiasts. The result was a powerful collection of branding and promotional assets that inspired sartorial choices, strengthened emotional connection, and reinforced the brand’s position as a leader in elegant, empowering style.

This project highlights expertise in fashion campaign design, luxury brand art direction, elegant visual storytelling, sophisticated color palette development, textural fashion photography styling, empowerment-focused branding, contemporary fashion marketing creatives, and high-impact promotional design for premium apparel and lifestyle brands.

CAMPAIGN DESIGN
Omni-Channel Creative for 24-Hour Promotions
Unique Logos, Color Palettes, Banners, Emails & Blog Assets Driving Maximum Engagement & Conversions Across Every Digital Touchpoint

In a fast-paced e-commerce environment, I spearheaded the creative strategy and design for a continuous series of 24-hour flash sales, each treated as a standalone mini-campaign with its own distinct identity. This approach allowed us to keep customer excitement high while maintaining strong brand recognition across all digital customer touch-points.

My core responsibility involved conceptualizing and designing unique promotional logos that instantly captured the theme, mood, and value proposition of each individual flash sale. I paired each logo with a carefully curated color palette specifically chosen to resonate emotionally with the target audience and align with the sale’s featured products or seasonal vibe. Once these foundational branding elements were presented to stakeholders and approved, I moved forward with developing a full suite of high-performing assets: comprehensive banner templates optimized for website, display networks, and social placements; captivating email layouts designed for maximum open and click-through rates; and visually striking blog images that enhanced content and drove traffic.

To ensure flawless execution under tight daily deadlines, I collaborated closely with a specialized cross-functional team—including social media managers, additional designers, and programmers—effectively delegating production tasks while maintaining strict oversight on quality, brand consistency, and on-time delivery. This cohesive, multi-channel strategy delivered seamless customer experiences across every digital connection point, resulting in heightened engagement, increased urgency, and significantly improved conversion rates during each flash sale event.

This work showcases expertise in flash sale campaign design, 24-hour promotion creative, custom promotional logo design, branded color palette development, omni-channel digital advertising, responsive banner templates, email marketing layouts, blog graphic design, stakeholder presentation & approval workflows, and scalable creative systems for high-volume e-commerce marketing.

PARTNER CAMPAIGN DESIGN
Star Magazine Collaboration
Driving Visibility Across Digital Ecosystems with Animated & Static Assets

In a strategic partnership with Star Magazine and its publishing house, I led the creative direction and execution of a high-visibility campaign that extended far beyond the collaborator’s digital channels. The initiative seamlessly integrated into Beyond the Rack’s (BTR) entire ecosystem, delivering consistent brand messaging and elevated engagement across the website, blog, email newsletters, and multiple social media platforms.

Leveraging cutting-edge digital design techniques, I orchestrated the development of a comprehensive suite of assets that combined striking aesthetic appeal with exceptional user experience. This included the creation of dynamic animated content such as MP4 videos and animated GIFs, alongside compelling static marketing elements. Key deliverables encompassed product listing pages (PLPs), interactive fly-down modules, and a full range of optimized social media and display banners tailored for both mobile and desktop environments.

Every asset was meticulously crafted to align with campaign objectives—boosting brand exposure, increasing user interaction, and driving traffic and conversions across all touchpoints. The campaign demonstrated mastery in multi-platform creative strategy, animated and static digital advertising, responsive banner design, interactive content creation, and seamless cross-channel execution for high-profile partner collaborations.

This work highlights expertise in partner campaign design, digital marketing asset creation, animated GIF and MP4 production, social media banner design, display advertising creatives, product listing page (PLP) design, interactive marketing modules, and integrated e-commerce campaign strategy.

PARTNER CAMPAIGN DESIGN
Elle Magazine Collaboration
High-Impact Creative Strategy & Multi-Channel Execution

In a strategic partnership with Elle Magazine and its publishing house, I led the creative direction and execution of a high-visibility campaign that extended far beyond the collaborator’s digital channels. The initiative seamlessly integrated into Beyond the Rack’s (BTR) entire ecosystem, delivering consistent brand messaging and elevated engagement across the website, blog, email newsletters, and multiple social media platforms.

Elle Campaign

BANNER DESIGN
Dynamic Digital Advertising for E-commerce Success
Strategically Crafted Visuals Optimized for Brand Visibility, Click-Through Rates & Targeted Traffic

As a specialist in banner ad design and digital campaign creative, I meticulously crafted dynamic banner advertisements tailored to the unique requirements of e-commerce partners launching or scaling online platforms. Each banner was optimized for performance across major digital channels, including display networks, social media placements, retargeting campaigns, and website integrations, ensuring maximum visibility and responsiveness on desktop, tablet, and mobile devices.

I approached every campaign with a deep understanding of the multifaceted goals banner advertising serves: elevating brand awareness, increasing click-through rates, driving qualified traffic directly to product pages, and ultimately boosting conversions and sales. By aligning design choices—bold visuals, compelling typography, strategic colour palettes, and clear calls-to-action—with each partner’s specific objectives, I created banner ads that functioned as powerful, results-oriented marketing tools.

The process involved thorough analysis of campaign goals, target audience behaviors, and platform specifications, allowing me to deliver creative solutions that resonated strongly with viewers and delivered measurable outcomes. From initial concept through final optimization, every element was intentionally designed to enhance engagement, support e-commerce growth, and provide partners with high-impact digital assets that consistently performed in competitive online environments.

This work highlights expertise in banner ad campaign design, e-commerce advertising creatives, responsive display ad production, performance-driven digital marketing visuals, and strategic alignment of creative with business objectives across multi-platform campaigns.

PRINT DESIGN
Premium Brand Identity Collateral
Elegant, Cohesive Stationery Suites

Corporate stationery serves as a daily ambassador of brand identity, trust, and meticulous attention to detail. As lead designer, I directed the creation of a complete premium stationery suite, including letterheads, business cards, envelopes, compliment slips, and supporting collateral. Every element was carefully crafted to embody the organization’s professional stature, core values, and visual language with unwavering precision.

The design process involved thoughtfully selected typography systems that convey both authority and readability, precisely defined colour palettes with accurate Pantone, CMYK, and digital equivalents, and balanced layouts that integrate essential company information—such as contact details, mission highlights, and legal notices—without ever compromising elegance. Strict adherence to brand guidelines ensured seamless consistency across all physical touch-points.

The resulting stationery performs on two powerful levels. Visually, it delivers a luxurious and impeccable presence that reinforces credibility in every client, partner, and stakeholder interaction. Functionally, it strategically communicates the brand’s mission, professionalism, and reliability with every use. This quiet yet powerful reflection of organizational excellence makes the stationery ideal for executive audiences, investor materials, and high-stakes professional environments.

This project demonstrates mastery in corporate stationery design, high-end print production, brand cohesion across physical assets, and the creation of tactile brand experiences that elevate perception and support long-term relationship building.

Expertise highlighted includes full-suite business stationery and corporate identity print design, typography, color, and layout systems for premium branding, strategic integration of brand messaging into functional assets, and production oversight ensuring color accuracy, premium stocks, and flawless execution.

PRINT DESIGN
Branded Onboarding Guide
Creating a Consistent, Professional, and User-Friendly Resource for New Employees

I designed and produced a comprehensive employee handbook and onboarding reference booklet that serves as the foundational guide for new team members. This dual-purpose document was crafted both as a premium printed piece for tactile, in-office use and as a fully interactive PDF optimized for digital access, ensuring every new hire receives the same high-quality experience regardless of location or device.

The design maintains strict brand consistency across every page, faithfully applying the company’s typography system, color palette, logo usage rules, and visual language. This cohesive branding reinforces organizational identity from day one, helping new employees feel immediately connected to the company’s culture, values, and professional standards.

Key features of the handbook include clear information hierarchy, intuitive navigation (detailed table of contents, section dividers, and thumb tabs in print; clickable hyperlinks and bookmarks in the PDF), easy-to-read layouts, and thoughtful use of icons and visual cues to make policies, procedures, benefits, and company resources more approachable and memorable. The interactive PDF version includes embedded hyperlinks, searchable text, and responsive formatting for seamless viewing on desktops, tablets, and mobile devices.

The result is a polished, user-centred onboarding tool that improves new employee understanding, accelerates integration, and reduces questions during the early days — all while reinforcing brand professionalism through every interaction.

View PDF

PACKAGING DESIGN
Strategic Packaging Solutions
Shipping Boxes & Brand Coherence

As the primary steward of visual brand coherence, I ensured every packaging solution aligned seamlessly with the brand's core identity, messaging, and aesthetic standards. Specializing in packaging design for shipping boxes, I conceptualized and developed captivating, brand-consistent solutions tailored to a wide range of sizes, from compact retail parcels to large-scale e-commerce shipments.

My process began with in-depth research into contemporary packaging trends, competitor benchmarks, and emerging materials, allowing me to present well-informed, forward-thinking options to stakeholders through comprehensive, visually compelling presentations. Beyond creative direction, I led detailed cost analysis, managed budget allocations, and negotiated favorable pricing, timelines, and shipment logistics with a trusted network of suppliers.

By nurturing strong, collaborative supplier relationships, I maintained rigorous quality control at every stage—from material selection and prototyping to final production—guaranteeing flawless execution that met both aesthetic and functional requirements. This holistic approach delivered innovative, market-relevant packaging that reinforced brand recognition, enhanced unboxing experiences, and supported operational efficiency while positioning the brand for sustained growth in competitive e-commerce and retail environments.

This work demonstrates expertise in shipping box packaging design, brand-consistent packaging solutions, custom packaging for e-commerce, packaging trend research, stakeholder presentation & packaging concepts, cost analysis & budget management for print production, supplier negotiation & vendor coordination, and full-cycle packaging project leadership.

CAMPAIGN DESIGN
Blushing Bride Campaign
Wedding Branding & Romantic Creative Direction

The “Blushing Bride Campaign” was a heartfelt celebration of the journey to matrimony, where my creative direction and art direction brought the romance, elegance, and joyful anticipation of wedding planning to life. I steered the entire visual strategy to perfectly reflect the dreams, emotions, and aspirations of every bride-to-be, creating an aspirational and deeply resonant experience for the target audience.

Through a carefully curated soft colour palette—featuring gentle blush tones, creamy ivories, subtle golds, romantic pastels, and whisper-soft neutrals—I established a serene, feminine, and luxurious aesthetic that evoked tenderness and sophistication. Every design element was meticulously chosen to harmonize with this delicate palette: intricate patterns, refined typography, layered textures, and evocative imagery that captured intimate moments, floral details, bridal silhouettes, and the magic of love and commitment.

The result was a fully cohesive campaign narrative that celebrated beauty, anticipation, and joyful celebration, guiding the audience through the emotional and aesthetic essence of this life milestone. Each visual asset—from promotional graphics and social media posts to campaign logos, mood boards, and supporting materials—reinforced a unified story of romance and elegance that inspired connection and strengthened brand affinity.

This project demonstrates expertise in wedding campaign design, bridal branding creative, romantic art direction, soft colour palette development, feminine visual storytelling, elegant wedding marketing assets, delicate typography and texture integration, and high-emotion promotional design for bridal, lifestyle, and luxury retail brands.

DIRECT MARKETING DESIGN
National Print Marketing Campaign
Engaging Scratch-Off Reveal with Instant Discount

I designed and produced a high-impact print postcard distributed nationwide across Canada as part of a targeted direct mail campaign. The front featured compelling visuals, strong calls-to-action, and brand-aligned messaging to immediately capture attention in the mailbox. The back incorporated an innovative scratch-off element that revealed an exclusive instant discount code upon scratching, creating a tactile, gamified experience that boosted excitement and encouraged immediate redemption.

This interactive scratch-off postcard combined strategic design with proven psychological triggers: curiosity, instant gratification, and perceived value. The layout ensured the scratch area was prominently placed for maximum visibility, while maintaining clean typography, high-contrast colors, and premium print quality to reinforce brand professionalism. Every detail—from paper stock selection to die-cutting precision—was managed to deliver a luxurious unboxing feel and high perceived value.

The postcard successfully drove engagement, increased redemption rates, and supported customer acquisition across diverse regions. This project highlights expertise in interactive print design, scratch-off postcard production, direct mail marketing, national postcard campaigns, discount postcard creative, gamified direct mail, print production oversight, and results-oriented promotional collateral for e-commerce, retail, and subscription brands.

BRANDING DESIGN
Custom Logo & Branded Jersey Creation
Professional Identity for a Corporate Hockey Team

I designed a complete visual identity package for a corporate hockey team, starting with a custom logo that captured the team’s competitive spirit, unity, and professional character. The logo was crafted to be versatile, scalable, and instantly recognizable—suitable for jerseys, helmets, equipment, merchandise, digital profiles, and print collateral.

Using clean lines, bold typography, and a powerful yet approachable colour palette, the logo conveyed strength, teamwork, and corporate sophistication while remaining true to the fast-paced, energetic nature of hockey. Once the logo was finalized and approved, I extended the brand identity to the team’s primary jersey design. This included strategic placement of the logo on the chest and sleeves, player numbering, name bars, sponsor integration, and accent details that ensured both visual impact and functionality during play.

The jersey design balanced aesthetics with practical considerations such as breathable fabric compatibility, readability from the stands, and compliance with league standards. The result was a cohesive, professional look that elevated the team’s presence on the ice, fostered pride among players, and strengthened the corporate team’s internal branding and camaraderie.

This project highlights expertise in corporate hockey logo design, team jersey branding, sports identity creation, custom logo development, athletic apparel graphics, professional team branding, logo-to-jersey application, and full visual identity systems for recreational and corporate sports teams.

PRINT DESIGN
Versatile Pull-Up Banner Design
Elevating Brand Presence at Trade Shows, Offices & Corporate Events

I created a comprehensive range of pull-up banners, roll-up displays, and large-format graphics tailored for high-visibility use across multiple environments. These included portable trade show pull-ups designed for quick setup and maximum impact on busy exhibition floors, durable office decor pieces that reinforced brand identity in reception areas, meeting rooms, and common spaces, as well as event-specific banners optimized for conferences, corporate gatherings, product launches, and internal celebrations.

Each design maintained strict brand consistency through precise application of logos, typography, colour palettes, and messaging, while incorporating strategic layout choices to ensure readability from a distance and strong visual hierarchy in crowded or high-traffic settings. The project encompassed everything from initial concept sketches and stakeholder presentations to final production-ready files, with careful attention to material specifications, hardware compatibility, and print quality to deliver professional, long-lasting results that elevated brand perception and engagement in real-world settings.

This work highlights expertise in pull-up banner design, trade show graphics, large-format printing, office brand decor, event banner production, roll-up display creative, corporate environmental branding, and scalable visual solutions for professional and promotional spaces.

CAMPAIGN DESIGN
Cyber Monday Campaign
High-Impact Digital Graphic Design & Promotion

The “Cyber Monday Campaign” showcased the full scope of my graphic design expertise in delivering high-energy, conversion-focused digital promotions. Designed specifically for the intense, fast-paced nature of online shopping events, the campaign featured a complete suite of compelling visuals that captured the excitement, urgency, and irresistible value of Cyber Monday deals.

I crafted attention-grabbing graphics, intuitive layouts, and optimized promotional assets tailored to digital channels, ensuring seamless performance across websites, email campaigns, social media feeds, display ads, and landing pages. Every element—from bold, high-contrast color palettes and dynamic typography to strategic call-to-action placement and responsive composition—was carefully aligned to maximize user engagement, encourage clicks, and drive immediate conversions in a highly competitive online environment.

Through meticulous attention to detail and innovative design techniques, the visuals elevated the brand’s digital presence, created a cohesive and thrilling user experience, and reinforced the sense of limited-time opportunity that defines Cyber Monday success. The campaign effectively balanced aesthetic appeal with functional performance, turning casual browsers into eager buyers.

This project demonstrates expertise in Cyber Monday campaign design, e-commerce digital graphic design, high-urgency promotional visuals, conversion-optimized layouts, attention-grabbing color palette strategy, responsive digital creatives, online flash sale graphics, and fast-paced seasonal marketing for retail and e-commerce brands.

CAMPAIGN DESIGN
Seasonal Fashion Branding & Visual Storytelling
Autumn-Inspired Campaign Design

The “Fall Fashion Fever Campaign” showcased the full depth of my seasonal fashion design expertise, creating a cohesive visual narrative that perfectly captured the essence of autumn elegance, warmth, and timeless style. Drawing inspiration from the rich colours of changing leaves, cozy textures, and the sophisticated mood of fall, I curated a complete suite of campaign assets that brought the brand’s autumn collection to life in an aspirational and emotionally resonant way.

I meticulously selected a luxurious seasonal colour palette featuring deep burgundies, warm terracottas, burnt oranges, rich golds, soft taupes, and forest greens—each shade thoughtfully chosen to mirror the natural beauty of autumn foliage while evoking comfort, luxury, and sophistication. Intricate patterns, layered textures, and refined motifs were strategically integrated to add depth and tactile appeal, while elegant typography choices—combining classic serifs with modern sans-serif accents—reinforced the campaign’s polished, high-fashion aesthetic.

Every element was intentionally placed and balanced to guide the viewer’s eye, build anticipation, and create a compelling story around the collection. The resulting visuals not only highlighted key pieces and styling details but also connected deeply with fashion enthusiasts, inspiring them to embrace the season’s trends with confidence and style. The campaign stood out in the competitive fall fashion market through its harmonious blend of creativity, strategic design principles, and emotional storytelling.

This project demonstrates mastery in fall fashion campaign design, seasonal branding creative, autumn-inspired visual storytelling, rich colour palette development for fashion, intricate pattern & texture integration, sophisticated typography strategy, high-end fashion marketing assets, and cohesive promotional design for luxury and lifestyle retail brands.

SOCIAL MEDIA DESIGN
Social Media Aesthetics Management
Consistent Visual Identity & Aesthetic Direction for Corporate Social Media Channels

I managed the complete visual aesthetics and brand presentation for the corporate Facebook and Twitter (now X) accounts, ensuring every post, cover image, profile photo, banner, and graphic aligned perfectly with the company’s established identity. This role involved overseeing the day-to-day look and feel of the channels, maintaining strict visual consistency in colour palettes, typography, imagery style, tone, and overall design language across all content.

Through careful curation and strategic planning, I developed and enforced guidelines that kept the feeds polished, professional, and instantly recognizable, reinforcing brand trust and credibility with followers. My approach included creating or approving branded templates for promotional posts, announcements, event graphics, quote cards, infographics, and engagement visuals, while adapting designs to each platform’s best practices and dimensions for optimal display and impact.

This hands-on management of corporate social media aesthetics resulted in a cohesive, high-quality online presence that strengthened brand recognition, supported marketing objectives, and contributed to sustained audience growth and engagement on both Facebook and Twitter/X.

This work highlights expertise in corporate social media aesthetics, Facebook page branding, Twitter/X profile management, visual consistency across platforms, branded social media graphics, social media template design, digital brand guidelines enforcement, and ongoing aesthetic direction for professional business accounts.

CAMPAIGN DESIGN
Energetic Summer Campaign Design
Vibrant Seasonal Art Direction & Branding

The “Summer Kicks Campaign” showcased my art direction expertise in capturing the vibrant, energetic essence of summer while creating a compelling brand experience that resonated deeply with the target audience. I led the creative vision, drawing inspiration from the season’s warmth, freedom, and excitement to craft a cohesive visual narrative that perfectly aligned with the campaign’s goals of engagement, excitement, and connection.

I curated a dynamic colour palette inspired by sun-kissed beaches, golden sunsets, tropical skies, and fresh summer vibes—featuring bright corals, electric blues, sunny yellows, crisp whites, and energetic accents—to evoke feelings of joy, vitality, and carefree adventure. These hues were harmonized with bold, modern typography choices and layered graphical elements that added movement and depth. Dynamic imagery—featuring action shots, lifestyle scenes, and seasonal motifs—was strategically integrated to immerse viewers in the summer spirit and highlight key products or promotions.

Every design decision, from layout composition to visual hierarchy and thematic consistency, was intentionally crafted to reinforce the campaign’s core message and create an immersive, scroll-stopping experience across digital channels, social media, email marketing, banners, and supporting assets. The result was a highly engaging campaign that not only captured the true essence of summer but also elevated brand visibility, fostered emotional connections with consumers, and drove measurable interaction and participation.

This project demonstrates mastery in summer campaign design, seasonal art direction, vibrant colour palette development, dynamic visual storytelling, energetic branding creative, sun-kissed aesthetic strategy, high-engagement promotional visuals, and cohesive multi-channel marketing for lifestyle, retail, and e-commerce brands.

ADVERTISEMENT DESIGN
Air Canada In-Flight Magazine Full-Page Ad
Premium In-Flight Print Advertising

I designed a full-page advertisement featured in Air Canada's in-flight magazine, delivering a high-impact visual experience to thousands of captive passengers during their flights. The campaign focused on elevating Air Canada brand exposure while promoting the Aeroplan eStore with an exclusive offer: earn double Aeroplan miles on qualifying purchases.

The ad was crafted to blend seamlessly with the premium, travel-inspired aesthetic of the in-flight publication, using elegant typography, high-resolution imagery, bold yet sophisticated color palettes, and clear, compelling calls-to-action. Strategic layout choices ensured maximum readability in a magazine format, highlighting the Aeroplan eStore's benefits, featured partners, and the limited-time double miles incentive to motivate immediate engagement and conversions.

This project demonstrates expertise in in-flight magazine advertising, airline print ad design, loyalty program promotion creatives, Aeroplan eStore marketing, full-page magazine layout, travel brand advertising, rewards and incentives campaigns, and premium print collateral for aviation and hospitality industries.

PRINT DESIGN
Comprehensive Vendor Reference Guide
Streamlined 12-Step Onboarding Process in Branded Print & Digital Interactive Formats

I designed and produced a complete 12-step vendor onboarding guide that serves as the definitive reference resource for new vendors partnering with the organization. This essential document outlines every stage of the onboarding process with clarity, structure, and professionalism, helping vendors quickly understand requirements, timelines, compliance standards, communication protocols, and best practices.

The guide was created in two complementary formats to maximize accessibility and usability: a high-quality printed piece for tangible, in-person reference during meetings or training sessions, and a fully interactive PDF optimized for digital distribution. The interactive version includes clickable table of contents, internal hyperlinks for easy navigation between steps, expandable sections, bookmarks, searchable text, and responsive layout for seamless viewing on desktop, tablet, and mobile devices.

Throughout the design, I maintained strict brand consistency by applying the company’s typography system, colour palette, logo usage rules, and visual language, ensuring the guide feels like an official extension of the brand from the first page. Clean information hierarchy, intuitive icons, numbered step-by-step layouts, and clear callouts make complex information approachable and easy to follow, reducing questions and accelerating vendor integration.

This project demonstrates expertise in vendor onboarding guide design, 12-step process documentation, reference manual creation, print-to-interactive PDF hybrid production, branded internal collateral, information design for compliance & training, step-by-step guide layout, and user-friendly reference materials for corporate, supply chain, and partnership programs.

CORPORATE FORMS DESIGN
Professional Corporate Forms
Dual-Format Design for Print, Online Fillable PDF & Fax Compatibility

I designed a complete suite of corporate forms that serve as essential business tools in both physical and digital environments. These forms were created to support seamless internal and external workflows, ensuring usability across traditional print and modern digital channels.

The forms exist in two fully compatible formats: high-quality printed pieces for in-office use, mailing, or physical filing, and interactive fillable PDFs optimized for online completion, digital signatures, saving, emailing, or direct fax transmission. The interactive PDF version includes clickable form fields, dropdown menus, checkboxes, radio buttons, date pickers, and auto-calculations where appropriate, with responsive layout that maintains perfect readability and functionality on desktop, tablet, and mobile devices.

Throughout the design process, I maintained strict brand consistency by applying the company’s official typography, color palette, logo placement, and visual hierarchy rules. This ensures every form—whether printed or digital—reinforces professional credibility and brand recognition. The forms were engineered for maximum usability, with clear labeling, logical field sequencing, generous spacing, and intuitive instructions to minimize errors and speed up completion.

This project demonstrates expertise in corporate forms design, fillable PDF form creation, print-to-digital hybrid documents, interactive business forms, fax-compatible form layout, branded office forms, Adobe Acrobat & InDesign for forms, and user-friendly documentation solutions for companies, HR, finance, legal, and administrative departments.

CAMPAIGN DESIGN
Top Buyer Reward Art Direction & Branding
High-Engagement Reward Campaign

As art director for the “Shopaholic Showdown” Top Buyer Reward Campaign, I led the creative vision and execution, designing a dynamic and visually compelling program that celebrated and incentivized the brand’s most loyal and high-value customers. The campaign was built to stand out in a competitive e-commerce landscape, blending creativity with strategic intent to drive deeper engagement, strengthen loyalty, and motivate continued spending.

I curated a distinctive visual identity for the campaign, incorporating bold yet brand-aligned graphics, innovative layouts, high-energy imagery, and cohesive design elements that evoked excitement, exclusivity, and achievement. Every asset—from promotional banners, social media posts, email sequences, landing page visuals, and winner announcements—was meticulously crafted to resonate with the target audience of passionate shoppers, creating an immersive experience that made participants feel recognized and rewarded.

Through precise art direction, I ensured all elements harmonized perfectly with the brand’s aesthetic while amplifying the campaign’s core message of competition, reward, and community. The result was a standout reward initiative that not only captured attention but also fostered long-term customer loyalty, increased repeat purchases, and reinforced the brand as a go-to destination for dedicated shoppers.

This project highlights expertise in top buyer reward campaign design, loyalty program art direction,
e-commerce engagement creatives, high-impact promotional graphics, cohesive campaign branding, strategic visual storytelling, shopper-focused marketing visuals, and reward-based promotional design for retail and online fashion brands.

CAMPAIGN DESIGN
Poolside Perfection Campaign
Luxury Poolside Branding & Art Direction

The “Poolside Perfection Campaign” highlighted my art direction expertise in creating a luxurious, aspirational brand experience centred on the ultimate poolside lifestyle. I led the creative vision, orchestrating a seamless blend of aesthetics and strategic intent to encapsulate the sophistication, relaxation, and timeless allure of poolside elegance.

I curated a refined, cohesive colour palette featuring cool aquas, crisp whites, sun-drenched golds, soft corals, and tropical accents—each hue carefully selected to evoke freshness, serenity, and high-end leisure. These colours were paired with evocative, high-quality imagery of pristine pools, luxurious loungers, sparkling water reflections, and stylish details that transported viewers into an idyllic summer escape. Every visual element, from typography choices and layout composition to graphical motifs and texture overlays, was meticulously directed to harmonize perfectly, building an immersive ambiance that resonated deeply with the target audience’s desires for refinement, exclusivity, and effortless sophistication.

Through precise art direction, the campaign captured attention instantly while stirring emotions of aspiration, indulgence, and escape. The result was a memorable, impactful brand presence that elevated the client’s offerings, strengthened emotional connections, and positioned the brand as the definitive choice for luxury poolside living.

This project demonstrates mastery in poolside campaign design, luxury lifestyle branding, art direction for summer promotions, evocative imagery curation, cohesive colour palette strategy, aspirational visual storytelling, high-end leisure marketing creatives, and immersive brand experiences for hospitality, fashion, travel, and premium retail brands.

CAMPAIGN DESIGN
High-Impact Liquidation Flash Sale Design
Creative Assets & Art Direction

As lead creative for the Liquidation Campaign, I directed the full development of specialized, high-energy marketing assets tailored to maximize urgency and conversions during time-sensitive 24-hour flash sales. Collaborating closely with copywriters, programmers, and the broader marketing team, I conceptualized and produced essential site components that formed the backbone of each liquidation event, ensuring rapid execution while delivering standout visual impact.

I created distinctive promotional logos, curated bold and thematic colour schemes, selected high-contrast typography systems, and developed versatile, reusable banner templates optimized for website headers, product pages, email campaigns, and social media placements. These assets were intentionally designed to communicate clearance urgency, value, and exclusivity—key drivers in liquidation-style promotions—while maintaining seamless alignment with the overall brand identity.

Through strategic process improvements, I established scalable creative frameworks that enabled efficient asset production, smooth cross-channel integration, and operational agility under tight daily deadlines. These initiatives not only supported flawless campaign delivery but also laid a strong foundation for business expansion, accelerated growth, and consistent performance in the competitive fast-fashion and e-commerce liquidation space.

This work demonstrates expertise in liquidation campaign design, 24-hour flash sale creatives, clearance sale branding, custom promotional logo development, urgency-driven color scheme strategy, typography for high-impact promotions, reusable banner template systems, multi-channel asset production, and scalable creative leadership for e-commerce and retail brands.

CAMPAIGN DESIGN
Marketing Design & Promotional Graphics
Custom Campaign Assets Driving Participation, Excitement & Brand Interaction

I created a complete suite of campaign marketing assets for a high-profile sweepstakes promotion, designed to generate buzz, maximize entries, and strengthen brand affinity. The project required fast-paced, attention-grabbing visuals that communicated the prize value, entry process, rules, and deadlines with clarity and excitement while maintaining full brand consistency across all touch-points.

The assets included eye-catching social media graphics, promotional banners for website and email integration, dedicated landing page visuals, entry form styling, teaser posts, countdown timers, winner announcement templates, and supporting print/digital collateral. Each piece was strategically crafted with bold typography, vibrant yet on-brand colour palettes, compelling imagery, and clear calls-to-action to evoke urgency, joy, and aspiration—key psychological drivers for sweepstakes success.

The campaign visuals were optimized for multi-channel performance, ensuring seamless display on desktop, mobile, social feeds, email clients, and paid ads. This cohesive approach helped boost participation rates, increase shareability, extend organic reach, and create memorable brand moments that encouraged long-term audience loyalty.

This work demonstrates expertise in sweepstakes campaign design, contest marketing assets, promotional graphic creation, giveaway branding, entry form & landing page visuals, social media contest graphics, urgency-driven promotional design, multi-channel campaign creative, and high-engagement seasonal or event-based marketing for e-commerce, retail, and lifestyle brands.

CAMPAIGN DESIGN
Indoor & Outdoor Summer Living Campaign
24-Hour Flash Sale Campaign Design

I led the strategic creative development and execution for the “Indoor & Outdoor Summer Living Campaign,” reimagining daily specials as high-energy 24-hour flash sales that celebrated versatile summer lifestyles. Working in close collaboration with copywriters, programmers, and the marketing team, I conceptualized and produced a full suite of essential site assets tailored to drive urgency, excitement, and conversions during peak seasonal shopping periods.

For each daily promotion, I crafted distinctive thematic logos that captured the essence of indoor relaxation and outdoor adventure, harmonized vibrant yet cohesive color palettes inspired by summer sun, fresh greens, cool blues, and warm neutrals, selected strategic fonts for readability and impact, designed intuitive custom icons, refined typography systems for consistency, and created versatile banner templates optimized for website headers, product pages, email blasts, and social media. These assets were intentionally built to evoke the carefree spirit of summer living while maintaining strong brand alignment across all touch-points.

To support rapid scaling and operational efficiency, I engineered streamlined creative processes that enabled fast asset iteration, seamless integration into the e-commerce platform, and scalable production under tight daily deadlines. These frameworks not only facilitated flawless campaign execution but also laid a robust foundation for business expansion, sustained growth, and consistent performance in the competitive seasonal retail space.

This project demonstrates expertise in summer campaign design, daily flash sale creatives, indoor outdoor lifestyle branding, custom promotional logo development, seasonal colour palette strategy, typography & icon design for promotions, reusable banner template systems, multi-channel asset production, and scalable creative processes for e-commerce and retail brands.

CAMPAIGN DESIGN
Happy Hour Twist Campaign
Daily Flash Sale Branding & Creative Assets

I directed the full creative development and execution of the “Happy Hour Twist Campaign,” a high-energy daily flash sale initiative built around the playful tagline “Twist the Hour, Elevate the Power.” The campaign transformed everyday shopping moments into exciting limited-time events, driving urgency, participation, and conversions through consistent, on-brand visuals.

Working closely with copywriters, programmers, and the marketing team, I conceptualized and crafted all essential site assets for each 24-hour promotion. This included designing distinctive thematic logos that captured the campaign's fun, empowering spirit, harmonizing vibrant yet cohesive colour palettes, selecting strategic fonts for maximum readability and impact, creating intuitive custom icons, refining typography systems for visual flow, and developing adaptable banner templates optimized for website headers, product pages, email blasts, and social media placements.

To ensure long-term scalability and operational excellence, I spearheaded the design and implementation of structured creative processes that streamlined asset production, enabled seamless cross-channel integration, and supported rapid daily execution under tight deadlines. These frameworks not only delivered flawless campaign performance but also strengthened the foundation for business expansion, enhanced team efficiency, and sustainable growth in the competitive e-commerce flash sale space.

This work highlights expertise in daily flash sale campaign design, 24-hour promotion creatives, custom logo development for seasonal campaigns, branded colour palette & typography strategy, icon & banner template systems, multi-channel asset production, creative process optimization, and high-volume promotional branding for retail and e-commerce brands.

CAMPAIGN DESIGN
Bold & Beautiful Campaign
Vibrant Campaign Celebrating Unapologetic Beauty

The “Bold & Beautiful Campaign” served as a powerful celebration of audacity, vibrancy, and unapologetic beauty, where my art direction expertise drove the creation of a visually striking and boundary-pushing brand experience. I orchestrated a true visual symphony that intentionally broke from conventional norms, embracing fearless design choices to inspire confidence and challenge traditional perceptions of beauty.

I curated an intense, high-contrast colour palette featuring electric jewel tones, deep blacks, fiery reds, vivid magentas, and metallic accents—each hue selected to evoke strength, energy, and individuality. These bold colours were paired with striking, high-impact visuals, dynamic compositions, layered textures, and powerful graphic elements that commanded attention and stirred deep emotional responses. Every aspect of the campaign, from typography choices and layout rhythm to imagery selection and motif integration, was meticulously directed to create a cohesive narrative that empowered the audience and celebrated diverse expressions of beauty.

The result was a standout, memorable campaign that not only captured immediate attention in a saturated market but also fostered genuine inspiration, self-assurance, and emotional connection. Through innovative art direction, the campaign successfully redefined beauty standards, positioning the brand as a champion of bold, inclusive, and confident self-expression.

This project demonstrates mastery in bold beauty campaign design, audacious branding creative, high-contrast colour palette strategy, dynamic visual storytelling, unapologetic fashion & lifestyle marketing, striking graphic compositions, empowering art direction, and boundary-pushing promotional design for inclusive beauty, fashion, wellness, and self-expression brands.

CAMPAIGN DESIGN
Heavy Metal Campaign
Art Direction & Genre-Specific Branding

The “Heavy Metal Campaign” showcased my art direction expertise in translating the raw power, grit, and rebellious spirit of heavy metal music into a visually intense and authentic brand experience. Drawing inspiration from iconic album covers, complex metalwork craftsmanship, and the genre's unapologetic energy, I crafted a cohesive visual narrative that perfectly captured the passion, intensity, and distinctiveness of heavy metal culture.

I embraced a moody, high-contrast aesthetic featuring deep blacks, charcoal greys, and midnight blues as the foundation, layered with striking metallic accents—chrome silvers, brushed gunmetals, burnished golds, and fiery copper tones—to evoke the tactile shine of stage lights on instruments and armour-like details. Intricate designs, including engraved-style patterns, spiked motifs, chain links, and distressed textures, were meticulously integrated to add depth and authenticity, while bold, aggressive typography choices reinforced the genre's edge and attitude.

Every element was thoughtfully curated to resonate deeply with heavy metal enthusiasts, creating an immersive visual world that felt genuine, powerful, and instantly recognizable. The campaign successfully bridged musical identity with brand storytelling, delivering graphics, promotional assets, social media visuals, and supporting materials that stood out in the music, lifestyle, and apparel space.

This project demonstrates mastery in heavy metal campaign design, genre-specific branding, metallic accent visual strategy, dark & intricate art direction, rock music marketing creatives, high-contrast aesthetic development, rebellious visual storytelling, and authentic promotional design for music, subculture, and alternative lifestyle brands.

CAMPAIGN DESIGN
Full Figured & Fabulous Campaign
Empowering Logo & Visual Identity

The “Full Figured & Fabulous Campaign” represented a meaningful creative endeavour focused on empowerment, body positivity, and authentic self-love. As lead designer, I developed a custom logo that beautifully captured the campaign's core message of confidence, strength, and inclusive beauty for women of all shapes and sizes.

The logo design masterfully combined bold, assertive typography with graceful, elegant curves—symbolizing both inner resilience and feminine grace. This thoughtful fusion created a powerful visual metaphor that speaks directly to the audience, conveying unapologetic confidence while remaining approachable and uplifting. The selected colour palette radiated vibrancy, warmth, and inclusivity, featuring rich jewel tones, soft pastels, and energetic accents that celebrate diversity and evoke joy, vitality, and representation.

Every element—from letterform proportions and kerning to colour harmony and symbolic details—was meticulously curated to resonate deeply with the target demographic, serving as a beacon of inspiration and a strong visual anchor for the entire campaign. The logo not only amplified the message of empowerment and self-love but also fostered genuine emotional connection, positioning the campaign as a champion of body positivity and authentic representation in the fashion, wellness, and lifestyle space.

This project demonstrates expertise in body positive branding, empowerment logo design, inclusive campaign creative, bold typography for women's campaigns, vibrant & diverse colour palette development, self-love visual storytelling, feminine strength symbolism, and meaningful design for diversity-focused marketing initiatives.

BTR Website

BTR Website

Weekly Email Template

Elle Campaign

You may also like