Cliquesave

Designed the Complete Branding & Visual Identity for an Online Commerce Marketplace

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
Work on behalf of Beyond the Rack as Art Director & Studio Manager, 2010-2012.

Contributions
Logos & Branding Design
UX Design; Sign-in, Landing & Content pages
Email Template Creation

Collaborators
Vice President Marketing Department
Programmers

Copywriters
Design Team
Social Media Managers
Printers
Sales Team
Project Managers

THE PROJECT
CliqueSave E-launch
Comprehensive UX/UI & Brand Design for E-Commerce Platform

In close collaboration with programmers and copywriters, I led the UX/UI design and brand development for CliqueSave’s full e-commerce platform launch, delivering a seamless, high-conversion digital experience tailored to empower users with effortless savings and shopping. As the primary UX/UI designer, I meticulously crafted detailed wireframes that optimized space utilization, content hierarchy, core functionalities, and natural user behaviours—serving as the essential blueprint for developers to build an intuitive sign-in flow, offers pages, FAQs, payment gateways, and responsive templates that prioritized clarity, speed, and trust.

I also established the brand’s visual identity from the ground up, designing a distinctive logo, selecting a modern yet approachable font family, and curating a vibrant, confidence-inspiring colour scheme that reflected the platform’s promise of smart, rewarding shopping. These elements were consistently applied across the website, email templates, event materials, and promotional assets to create a unified, premium feel that reinforced credibility and encouraged repeat engagement.

My responsibilities extended to creating supporting marketing collateral for events and overseeing media production, while managing public relations touch-points to ensure cohesive messaging and strong stakeholder alignment. The result was a polished, user-centred platform that not only looked professional but also drove measurable growth in user sign-ups, transactions, and brand loyalty in the competitive e-commerce savings space.

This project demonstrates expertise in e-commerce UX/UI design, wire-framing & user behaviour mapping, logo & brand identity creation, responsive website templates, payment gateway integration, multi-channel brand consistency, event marketing collateral, and strategic graphic design for fintech, savings platforms, and DTC brands.

LOGO DESIGN
Logo & Branding Creation
Client-Centric Logo Design & Comprehensive Brand Style Guides

In close collaboration with clients, I developed complete corporate branding and logos using Adobe Illustrator, intricately weaving their preferences, vision, and core ideas into the design’s foundation. This client-centric approach ensured the logo captured the brand’s essence while delivering a distinctive, memorable identity that stood out in competitive markets.

Upon final approval of the refined logo, I compiled an extensive brand style guide that served as the definitive blueprint for consistent application. This comprehensive document meticulously detailed typography systems, primary and secondary colour palettes (with exact HEX, RGB, CMYK, and Pantone values), tone of voice, mission statement, logo variations, clear space requirements, minimum size, correct/incorrect usage examples, and guidelines for digital, print, packaging, signage, and social media—empowering clients to maintain a unified, professional presence across every platform.

The result was a cohesive, scalable brand identity that fostered immediate recognition, built trust with audiences, and provided a strong foundation for all future marketing and creative work, ensuring the brand remained authentic, resonant, and instantly identifiable.

This work demonstrates expertise in logo design & branding, client-collaborative identity creation, comprehensive brand style guide development, typography & colour palette specification, tone of voice & mission integration, logo usage & application rules, multi-platform brand consistency, and strategic graphic design for startups, wellness, retail, professional services, and consumer brands.

UX/UI DESIGN
Cliquesave Website Design
Impactful B2C Branded Layout & UX/UI

In close collaboration with programmers, I led the UX/UI design and development of Cliquesave’s website, creating detailed wireframes and high-fidelity mock-ups that shaped an intuitive, high-conversion user experience. As the primary UX/UI designer, I meticulously optimized space utilization, content hierarchy, core functionalities, and natural user behaviours, delivering comprehensive blueprints that guided the development team in building a seamless, user-centred platform.

We conducted extensive A/B testing tailored to Cliquesave’s unique flash-sale context, iteratively refining layouts, calls-to-action, navigation flows, and visual elements to maximize engagement, reduce friction, and drive conversions. Using Adobe Photoshop, I crafted branded interfaces with strong visual hierarchy, responsive design, and compelling graphics that aligned perfectly with the brand identity—providing developers with pixel-perfect assets and ensuring the final site felt professional, trustworthy, and effortless to use.

The result was a visually striking, easily navigable website featuring prominent CTAs, a clean menu structure, and scannable layouts that turned casual visitors into active users and loyal customers. This project elevated Cliquesave’s digital presence, strengthened user trust, and supported measurable growth in traffic, sign-ups, and sales within the competitive e-commerce savings space.

This work demonstrates expertise in B2C website UX/UI design, wire-framing & high-fidelity mock-ups, A/B testing for conversion optimization, Adobe Photoshop interface creation, responsive web layouts, brand-aligned digital experiences, e-commerce platform design, and strategic visual design for savings, retail, and DTC brands.

UX/UI DESIGN
Email Template Creation & Production
Weekly & Daily Campaigns

I specialized in designing high-performing email templates for weekly and daily circulations, meticulously tuned to optimize key metrics such as demand generation, audience engagement, and website traffic. In a digital landscape where email accounts outnumber Facebook and Twitter combined threefold, email remains the most powerful channel for conversions and maximizing ROI—allowing hyper-targeted, personalized communication far beyond the broad reach of social media.

Seasonally, I refreshed and reimagined these templates to keep the brand fresh and competitive. Using Adobe Photoshop, I developed multiple creative concepts and presented polished options to stakeholders for approval. Once selected, I integrated the designs flawlessly, ensuring they aligned with evolving brand aesthetics, technical specifications, and performance goals. The result was visually compelling, mobile-responsive emails that maintained brand consistency while delivering clear messaging, strong calls-to-action, and measurable results in opens, clicks, and conversions.

This work demonstrates expertise in email template design, weekly & daily email campaigns, brand-aligned email marketing, mobile-responsive email production, stakeholder presentation & approval workflows, high-conversion email creatives, Adobe Photoshop for email assets, and strategic graphic design for e-commerce, retail, DTC, and performance marketing brands.

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