Beyond the Rack Home is an expansion of BTR, 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
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
Blog Images
Email Templates & Landing Pages
Website Design
UX/UI Design
Campaigns
Logos & Branding
Social Media Set-up
Banner Ad Campaigns
Blog Images
Collaborators
Vice President Marketing Department
Copywriters
Web Developpers
Social Media Specialist
Graphic Designers
Printers
Vice President Marketing Department
Copywriters
Web Developpers
Social Media Specialist
Graphic Designers
Printers
THE PROJECT
Beyond the Rack Omni-channel Marketing Assets
Omni-channel Magic for Dynamic Start-Ups
Beyond the Rack Omni-channel Marketing Assets
Omni-channel Magic for Dynamic Start-Ups
During my time at Beyond the Rack (2010–2012), I was rapidly promoted to Art Director and then Studio Manager in under 11 months, reporting directly to the Vice President of Event Production.
In this high-velocity e-commerce environment, I led a core creative team of three graphic designers, two copywriters, a dedicated social media specialist, and a network of external contractors. Together we owned the full 24/7 promotional engine—daily flash-sale themes, social graphics, email blasts, print collateral, trade-show booths, contest visuals, and more—all executed on extremely tight turnarounds.
Key achievements during this period:
– Oversaw the creative strategy and asset production that contributed to doubling annual sales from $50M to $100M.
–Directed end-to-end creative for the launch of BTR Home, a new spin-off division focused on home goods (carpeting, windows, dishes, tablecloths, and more). I developed the brand identity, campaign visuals, promotional templates, and launch assets to establish a distinct yet cohesive presence alongside the core fashion business.
–Maintained brand consistency across high-volume daily campaigns while ensuring every deliverable aligned with tight deadlines and commercial goals.
– Oversaw the creative strategy and asset production that contributed to doubling annual sales from $50M to $100M.
–Directed end-to-end creative for the launch of BTR Home, a new spin-off division focused on home goods (carpeting, windows, dishes, tablecloths, and more). I developed the brand identity, campaign visuals, promotional templates, and launch assets to establish a distinct yet cohesive presence alongside the core fashion business.
–Maintained brand consistency across high-volume daily campaigns while ensuring every deliverable aligned with tight deadlines and commercial goals.
This role sharpened my ability to lead under pressure, scale creative output, unify cross-functional teams, and translate business growth objectives into visually compelling, revenue-driving work. It remains one of the most intense and rewarding leadership experiences of my career.
LOGO DESIGN
BTR Home Logo
Modern geometric design with soft gradients evoking openness, calm, and premium home living
BTR Home Logo
Modern geometric design with soft gradients evoking openness, calm, and premium home living
The BTR Home logo was designed to capture the essence of a new home-focused spin-off from Beyond the Rack, emphasizing comfort, openness, and the idea of personal space. The core visual element is a stylized, asymmetrical geometric "window" or "frame" formed by overlapping translucent planes in soft, calming gradients—blues for trust and serenity, pale greens for growth and harmony, and subtle greys for sophistication and neutrality.
This abstract shape subtly evokes an open window or doorway, symbolizing invitation, natural light, and the expansion of personal living space. The "BTR" acronym sits boldly inside the frame in a clean, modern sans-serif, while "home" is rendered in lowercase for approachability and warmth, with the tagline "embrace your space" positioned below in a lighter weight to reinforce the brand's emotional promise. The overall colour palette and modular geometry allow for easy adaptation across digital and print applications while maintaining a premium, inviting feel that differentiates BTR Home from the fast-fashion energy of the parent brand.
EMAIL DESIGN
BTR Home Email Template
Clean, inviting layout designed for high open rates and seamless brand extension
BTR Home Email Template
Clean, inviting layout designed for high open rates and seamless brand extension
The BTR Home email template was crafted to extend the brand’s calm, open aesthetic into subscribers’ inboxes while prioritizing performance and readability. Starting from the logo’s soft geometric gradients and neutral palette, I built a modular, responsive structure using Mailchimp-friendly tables and inline CSS to ensure consistent rendering across devices and email clients.
Key creative decisions included generous white space to evoke “breathing room” in the home, large hero images of curated home products with subtle overlay gradients mirroring the logo, clean sans-serif typography for effortless scanning, and prominent CTA buttons in a soothing teal accent colour pulled from the palette. The template supports dynamic content blocks (daily deals, category spotlights, lifestyle tips) so the team can quickly personalize campaigns without breaking design cohesion. The result is a professional yet warm email experience that reinforces the “embrace your space” promise and encourages clicks while staying true to the brand’s premium, approachable identity.
ONLINE BANNER DESIGN
BTR Home Banners
Cross-promotion designs driving traffic from Beyond the Rack to the new home goods destination
BTR Home Banners
Cross-promotion designs driving traffic from Beyond the Rack to the new home goods destination
To bridge the launch of BTR Home with the high-traffic parent site, Beyond the Rack, I created a series of targeted web banners designed to seamlessly encourage existing users to explore the new home division. Drawing directly from the BTR Home logo’s soft geometric gradients and calming palette (blues, greens, neutrals), the banners maintained visual harmony while standing out in the fast-scrolling environment of the main site.
I focused on clean, high-contrast layouts with generous white space, large hero product imagery (e.g., inviting home setups), concise messaging (“Discover BTR Home – Embrace Your Space”), and prominent CTAs (“Shop Now” in the signature teal accent). Each banner was fully responsive, optimized for different placements (homepage hero, category pages, sidebar), and A/B tested for click-through performance. The result was a cohesive cross-promotion system that reinforced brand unity, sparked curiosity, and successfully drove initial traffic and conversions to the new BTR Home site without disrupting the core fashion experience.
PRINT DESIGN
BTR Home Print Handbills
High-impact, portable collateral designed to introduce and drive in-store traffic to the new home goods collection
BTR Home Print Handbills
High-impact, portable collateral designed to introduce and drive in-store traffic to the new home goods collection
For the BTR Home launch, I created a series of print handbills to serve as tangible, high-visibility touch-points that bridged the digital discovery on Beyond the Rack to real-world shopping. I developed a compact 4x6 postcard-style handbill for easy distribution at events and checkout. I ensured all designs were print-ready with bleed, CMYK optimization, and high-resolution assets for sharp reproduction. The handbills were intentionally lightweight yet premium-feeling, balancing cost-efficiency with a sophisticated look that reinforced the brand’s welcoming, elevated home-living identity and successfully encouraged cross-visitation from the parent site’s audience.
ANIMATED GRAPHICS
BTR Home Animated Blog Graphics
Subtle motion elements designed to bring the “embrace your space” story to life in blog posts
BTR Home Animated Blog Graphics
Subtle motion elements designed to bring the “embrace your space” story to life in blog posts
To complement the BTR Home blog content, I created a series of lightweight animated graphics that added warmth and movement without overwhelming the reading experience. Drawing from the logo’s soft geometric gradients and calming palette, each animation featured gentle transitions—fading translucent planes that slowly open like windows, subtle breathing pulses on lifestyle product shots, or soft colour shifts that evoke changing natural light in a room.
Built in After Effects and exported as optimized Lottie files (for web performance) or GIFs (for broader compatibility), these elements were modular so they could be dropped into blog layouts seamlessly. The animations were intentionally restrained—short loops (3–5 seconds), low frame rates for file size efficiency, and no distracting strobes—to maintain the premium, serene feel of the brand while encouraging readers to linger longer on the page and feel emotionally connected to the “embrace your space” message. This subtle motion layer helped elevate static blog posts into more engaging, modern storytelling pieces that reinforced BTR Home’s inviting identity across digital touch-points.
CAMPAIGN DESIGN
Elle Decor x Beyond the Rack Collaboration
Curated Home Décor Campaign Assets
Elle Decor x Beyond the Rack Collaboration
Curated Home Décor Campaign Assets
I designed and produced a full suite of high-impact marketing assets for a prestigious editorial collaboration between Elle Decor and Beyond the Rack, spotlighting the Editor-in-Chief’s personally selected favourite home décor items available on the platform. This partnership leveraged Elle Decor’s authoritative voice in luxury interior design to drive brand exposure, traffic, and conversions through Beyond the Rack’s e-commerce ecosystem.
My creative direction included crafting visually sophisticated banners, social media graphics, email newsletter templates, landing page hero visuals, product highlight cards, and promotional carousels—all tailored to reflect Elle Decor’s refined aesthetic while seamlessly integrating Beyond the Rack’s vibrant, accessible shopping experience. The assets featured elegant typography, curated colour palettes inspired by high-end interiors, beautiful product photography, and strategic calls-to-action that emphasized exclusivity and editorial endorsement.
This collaboration successfully bridged premium lifestyle publishing with e-commerce, amplifying reach among discerning home décor enthusiasts and reinforcing both brands as leaders in curated, aspirational living. The campaign demonstrates expertise in editorial partnership campaign design, luxury home décor marketing, Elle Decor collaboration creatives, curated product promotion assets, multi-channel e-commerce graphics, high-end visual storytelling, and strategic brand alignment for lifestyle and retail collaborations.
BLOG DESIGN
Animated Blog Images for Beyond the Rack Home Products
Promotional Motion Graphics
Animated Blog Images for Beyond the Rack Home Products
Promotional Motion Graphics
I created a series of engaging animated blog images specifically designed to promote Beyond the Rack’s home décor and lifestyle product collections. These motion graphics brought static product shots to life with smooth animations, subtle transitions, floating elements, text overlays, and dynamic reveals that highlighted key features, pricing, and limited-time offers.
Crafted in tools optimized for web performance (GIFs and short MP4 loops), the animations were tailored for seamless integration into blog posts, email newsletters, and social media sharing, ensuring fast loading, mobile responsiveness, and maximum visual impact across devices. The result was a noticeable increase in blog engagement, click-through rates, and product discovery, as the lively visuals captured attention in crowded feeds and encouraged visitors to explore the full home collection. This project demonstrates expertise in animated blog images, motion graphics for e-commerce, home décor promotion creatives, GIF and MP4 animation production, promotional visual storytelling, product-focused animated assets, and high-engagement digital marketing for lifestyle and retail brands.
CAMPAIGN DESIGN
Celebrity Chef Curated Home Décor Promotion
High-Profile Food Network Collaboration
Celebrity Chef Curated Home Décor Promotion
High-Profile Food Network Collaboration
I designed and produced a complete suite of premium marketing assets for an exclusive collaboration between Beyond the Rack Home and Food Network celebrity chef David Rocco. In this high-visibility campaign, David Rocco personally selected his favourite home décor and lifestyle products available on Beyond the Rack, lending his authentic culinary expertise and stylish persona to elevate the brand’s home collection.
My creative direction included crafting elegant promotional banners, social media graphics, email newsletter templates, dedicated landing page visuals, product highlight carousels, and supporting digital content—all designed to reflect David Rocco’s sophisticated yet approachable aesthetic while seamlessly integrating Beyond the Rack’s vibrant e-commerce identity. The assets featured refined typography, curated warm colour palettes inspired by Italian-inspired kitchens and living spaces, beautiful lifestyle photography, and compelling calls-to-action that emphasized editorial endorsement and exclusive curation.
This partnership successfully bridged premium food and lifestyle content with online retail, driving brand exposure, audience trust, and conversions among discerning home décor and cooking enthusiasts. The campaign demonstrates expertise in celebrity chef collaboration design, Food Network partnership creatives, curated home décor promotion, lifestyle marketing assets, multi-channel e-commerce graphics, high-end visual storytelling, and strategic brand alignment for premium retail and culinary brands.
