Hanne Nielsen Portfolio - CSC Generation/Sur La Table

CSC Generation is a dynamic company specializing in the acquisition and transformation of retail businesses through consumer-centric digital models.

Context
Work on behalf of CSC Generation as a Digital Graphic Designer, 2021-2024

Contributions
Created successful email templates with careful consideration of design, content, and user experience, ensuring it captured attention, delivered SLT's message effectively, and encouraged action.

Designed successful digital ad campaigns that reached customers across all digital touch-points. Working as a team we created a well-thought-out strategy that integrated multiple platforms, channels, and devices.

Each touch-point should delivered a consistent, engaging message that guided users through the customer journey, from awareness to conversion.

Collaborators
Senior Art Director
Director e-Commerce
Copywriters
Digital Graphic Design Team
QC Team

The Project
Sur La Table Digital Campaigns
Impactful Advertising Campaigns Across Digital Channels

My Design Responsibilities
Elevated Sur La Table—America’s premier destination for premium cookware, tools, and culinary classes—through sophisticated digital design and cross-channel campaigns. Fuelled a 31M-visitor website in 2024, driving 700K units sold in January alone at $140 average order value. Scaled revenue from $346M (2021) to $461M (2022) via targeted digital strategies. Partnered with copywriters, buyers, developers, and QC to launch cohesive promotions across email, social, and web. Led email campaigns generating $6.2M revenue in H1 2022 while producing high-volume assets for lifecycle, seasonal, and performance ads. Amplified storytelling with motion graphics and video on social/paid channels and created standardized, brand-aligned templates for email, digital, and paid media—ensuring seamless, premium experiences at every touchpoint.

Email Design
High-Volume Email Design & Execution
Seamless Mobile Email Designs: Where Visuals Shine

Designed and deployed 3–4 emails daily on a tight production schedule, rigorously adhering to Sur La Table’s brand standards with dynamic content, bold CTAs, and visually striking graphics.

From Oct 2022 – Mar 2023, campaigns under my direction generated $6.2M in revenue, optimized through real-time analysis of consumer demand, engagement metrics, and site traffic.

Quarterly, led template revamps—fresh designs in Adobe Photoshop, presenting to stakeholders, and embedding approved assets into updated email spec sheets for consistent, high-impact deployment across all channels.

Campaign Design
Ad Campaign Creation for all Digital Customer Touch-points
Dynamic Content & Engaging Creative Solutions

Drove Sur La Table’s multi-channel brand elevation across web, social, paid digital, and email, fueling revenue growth from $346M (2021) to $461M (2023) through high-impact advertising campaigns.

Sourced premium imagery and fused brand strategy with visual design to deliver cohesive, audience-resonant messaging. Crafted functional, beautiful digital assets—optimized for navigation, adaptability, and cross-device performance.

Reported to Senior Art Director & E-commerce Director, collaborating with designers, copywriters, and PMs to produce animated (MP4s/GIFs) and static assets: landing pages, fly-downs, banners, and targeted display ads. Ensured strict brand integrity across all touch-points while supporting e-commerce with responsive, conversion-focused content.

Campaign Design
Martha’s Kitchen Arrives
Sur La Table Exclusive Launch

The Martha Stewart cookware launch for Sur La Table brought timeless American elegance into the modern kitchen. A dedicated email introduced the collection with sweeping lifestyle photography, while animated website banners and Instagram Stories showed enameled cast-iron Dutch ovens gliding into frame, ceramic bakers blooming in soft pastels, and stainless pieces catching light like polished silver. Each asset carried Martha’s unmistakable polish—crisp typography, garden-inspired hues, and subtle gold accents—turning the rollout into a sophisticated celebration that drove immediate sell-outs of the most coveted pieces.

Campaign Design
Pre-Christmas Bonus
Buy $100, Unlock $20

The Pre-Christmas Gift Card promotion turned every purchase into extra holiday magic with a clean, elegant animation: a soft, rhythmic pulse along the banner’s border gently flashed on and off—like twinkling tree lights—drawing the eye to the irresistible deal: “Buy $100 in Gift Cards, Get $20 off Purchase.” Deployed across email headers, website takeovers, and silent social stories, the understated yet hypnotic border created quiet urgency without ever feeling loud, driving record gift-card sales and arming last-minute shoppers with instant rewards.

Campaign Design
Le Creuset Exclusive
One Colour, One Retailer, Pure Envy

Sur La Table secured an exclusive Le Creuset shade—a deep, never-before-seen cerise-meets-merlot—and we made sure the world noticed. A suite of animated banners rolled out across the site, emails, and social: iconic round Dutch ovens and signature skillets dramatically rotated under soft spotlight, the new color slowly revealing itself like a curtain pull while subtle flame animations danced beneath. The restrained yet luxurious motion, paired with “Only Here” lockups, turned a single hue into a sold-out phenomenon in under 48 hours.

Campaign Design
Secret Sale Reveal
Rip the Paper, Grab the Deals

The Warehouse Sale campaign turned every inbox and feed into a surprise gift with a single, addictive animation: the paper tore away in one satisfying motion to reveal bold “Up to 50% Off Warehouse Sale”. Rolled out across email headers and looping social stories, the dramatic unboxing effect transformed passive scrolling into instant urgency, delivering one of the fastest click-through spikes of the year.

Campaign Design
20% Off Summer
Sizzle & Save

The 20% Off site-wide summer campaign drenched Sur La Table’s channels in pure seasonal heat. A fresh family of website and social banners showcased grill tools, bright melamine serveware, pastel ice-cream makers, and citrus presses against sun-bleached backdrops. Clean, bold lockups screamed “Take 20% Off Everything” while vibrant product photography promised backyard parties and lazy patio dinners, turning the limited-time offer into the hottest click of the season.

Campaign Design
Overstock Overhaul
Subtle Motion, Major Savings

The Overstock Sale campaign cleared warehouse overflow with understated elegance through a suite of website and social media banners. Three refined variants—all anchored in serene shades of blue—featured a gentle, almost hypnotic background animation: soft colour washes and faint geometric pulses that shifted imperceptibly, drawing the eye without overwhelming. Paired with crisp “Overstock Sale – Up to 60% Off” messaging, the calm yet captivating motion created a premium “while supplies last” urgency that moved excess inventory fast and flawlessly.

Overstock Overhaul

Campaign Design
Clearance
Turning Surplus Stock into Instant Buys

The Clearance Campaign for Sur La Table transformed post-holiday and spring overstock into must-have deals through a powerful series of clearance banners. Bold static designs and fluidly animated versions—featuring sliding discounts and pulsing calls-to-action—commanded attention at the top of clearance emails. With high-contrast, high-energy visuals screaming “now or never,” the campaign delivered a relentless urgency that rapidly cleared shelves and drove customers straight to deep discounts on cookware, gadgets, and décor.

Campaign Design
Winter Spell
Letters That Wrote Themselves into Savings

The Winter Sale & Clearance campaign cast a quiet enchantment across every channel with one elegant animated sequence: crisp white letters materialized one by one against a softly falling snow backdrop—W…I…N…T…E…R…S…A…L…E—each character gently fading in with a subtle frost-kissed sparkle until the full phrase locked into place, followed by a bold “& Clearance – Up to 50% Off” reveal. Rolled out in email headers, website banners, and silent social stories, the deliberate, word-by-word spelling created a hypnotic moment of anticipation that turned passive viewers into immediate shoppers, melting winter overstock in record time.

Campaign Design
Fresh For Spring - New Arrivals
A Breath of Green in Every Kitchen

The Fresh for Spring campaign welcomed the season with a vibrant showcase of new kitchen arrivals, anchored by a stunning gradient of green nonstick frying pans in sage, pistachio, and emerald hues. Custom web banners, crisp email headers, and lush social media assets bathed feeds in refreshing spring tones, pairing the colorful cookware with pastel linens and modern tools. The cohesive, nature-inspired palette sparked excitement for renewal, driving traffic and sales as customers eagerly refreshed their kitchens for brighter days ahead.

Campaign Design
Great Jones Launch
Colour-Drenched Cookware That Steals the Show

The Great Jones cookware campaign for Sur La Table exploded with unapologetic colour, spotlighting the brand’s vibrant Dutch ovens, sheet pans, and bakeware in bold blueberry, broccoli, and mustard hues. Animated email banners let the pieces slide, spin, and pop into frame with playful energy, while matching web banners and swipeable Instagram Stories drenched feeds in saturated joy. The exuberant, personality-packed assets turned everyday scrolling into instant kitchen envy, driving clicks and conversions for the most colourful cookware drop of the season.

Campaign Design
Perks Revealed
Sur La Table Loyalty Animation

The Perks campaign delivered a satisfying digital peel for loyal customers: across email headers and social stories, four vibrant images of cookware and serve-ware lifted away one by one like stickers. After the final piece disappeared, the Sur La Table logo was revealed over a playful vector-pattern background of whisks, spatulas, and rolling pins, paired with a bold “15% Off Your Order” lockup. The addictive reveal animation turned a simple discount into a delightful unboxing moment that boosted redemptions and made members feel truly rewarded.

Campaign Design
Cast-Iron Celebration
Timeless French Flame

The Staub Sale campaign brought understated luxury to the forefront with a refined two-part execution. Clean, static website banners showcased the iconic pans in rich volcanic blacks, deep cherry reds, and matte sage greens. Meanwhile, animated Instagram and Facebook Stories let the same pieces glow.

Campaign Design
Final Call Clearance
Last-Chance Deals

The Clearance Campaign for Sur La Table turned excess inventory into irresistible urgency with a striking suite of clearance banners. A mix of bold static designs and smoothly animated versions dominated the top of clearance emails. These clearance sales most often after the holiday season and spring. High-contrast, energetic visuals delivered a consistent “now or never” message that cleared shelves fast and kept customers clicking through to snag cookware, gadgets, and décor at rock-bottom prices.

Campaign Design
Forest Friends Frolic
Sur La Table’s Whimsical Woodland Sale

The Forest Friends Sale campaign invited customers into a storybook kitchen with an adorable collection of fox, deer, owl, and gnome-themed plates, mugs, linens, and tools. Delightfully animated emails showed some of the products on offer, while lush web banners and short, looping social media videos captured the magic of woodland gatherings. The whimsical, nature-inspired assets sparked joy and urgency, turning everyday browsing into a charming forest adventure that drove strong sales across the limited-edition line.

Forest Friends

Campaign Design
Scents of the Season Sale
Sur La Table’s Fragrant Sale

The Scents of the Season campaign wrapped Sur La Table’s customers in fall magic through a sensory-driven promotion centred on candles and diffusers. Custom website banners featuring candles paired seamlessly with festive social media banners across Instagram, Facebook, and Pinterest — each one rich with cozy textures, driving traffic and sales.

CAMPAIGN DESIGN
Power Up in Colour: Small Appliance Sale
Mixers, Blenders & Brewers in Every Hue

The Small Appliance Sale campaign brought a joyful pop of colour to Sur La Table’s channels with a vibrant series of static banners. Hero images showcased iconic kitchen stand mixers in a candy-bright rainbow of finishes. Clean, bold sale messaging sat atop the kaleidoscopic lineup, turning email inboxes, website headers, and social feeds into an instant craving for countertop upgrades at unbeatable prices.

Campaign Design
Brew the Moment: Coffee Sale
Animated Awakening for Coffee Lovers

The Coffee Sale campaign for Sur La Table brought the rich aroma of savings to life with fully animated marketing assets across every channel. Vibrant animated email blasts, mesmerizing web banners, and eye-catching social media carousels and stories showcased discounted espresso machines, pour-over gear, and premium coffee accessories in fluid motion that turned passive scrolling into instant craving and clicks.

Sur La Table Coffee Sale Campaign

Campaign Design
Sur La Table Collection Sale
Exclusive Savings on Signature Kitchen Collections

The Sur La Table Collection Sale campaign spotlighted premium curated lines through a cohesive multi-channel strategy, including targeted email blasts, striking web banners, dynamic website integrations, and engaging social media assets. By showcasing cohesive sets of cookware and specialty tools at irresistible prices, the initiative drove urgency and sales, helping customers build their dream kitchens with sophisticated, coordinated style.

Campaign Design
Vitamix Cooking Class Campaign
Power Up Your Kitchen with High-Performance Blending

This dynamic Vitamix campaign for Sur La Table ignited customer excitement through a multi-channel blitz, featuring targeted email blasts, captivating web banners, an engaging website carousel, and immersive social media assets including Instagram Stories. Showcasing the unparalleled power, precision, and versatility of Vitamix blenders, the initiative drove conversions by inspiring home chefs to elevate their culinary creations with professional-grade performance.

Print Design
Handbills & Box-Stuffers
Capturing Attention, One Sheet at a Time

Collaborated seamlessly across departments to produce visually striking handbills using print-team templates. Meticulously updated content, optimized layouts, and prepared print-ready files—ensuring every piece delivered clear messaging with maximum impact and engagement. My detail-driven design approach consistently yielded high-quality, audience-captivating results.

Print Design
Brand Flash Finale
Iconic Names, One Final Countdown

The Last Chance to Save campaign delivered pure urgency with a dramatic sequential reveal of Sur La Table’s most coveted brands. In animated emails, web banners, and social stories, name brands appeared one after another in rapid succession against a bright red backdrop. The high-impact, name-dropping animation created an unmissable FOMO moment, driving a surge of last-minute traffic and conversions before the sale vanished.

SOCIAL MEDIA Design
Sur La Table Mother’s Day 2023
For the Woman Who Taught You Flavour

The Mother’s Day campaign wrapped warmth and gratitude into every swipe with animated social banners that gently cycled through perfect presents: a pastel stand mixer blooming into view, a delicate teapot pouring steam hearts, a monogrammed cutting board sliding in with fresh flowers, and a luxurious linen apron tying itself with a bow. Each idea lingered just long enough to spark “that’s so Mom” before gracefully transitioning to the next. The soft, looping carousel turned feeds into a love letter, driving record engagement and last-minute orders for the moms who deserve everything.

BANNER Design
Star-Spangled Weekend
Red, White, Blue & Savings

The Long Weekend Event campaign turned patriotic pride into irresistible clicks with a patriotic suite of animated banners in bold red, white, and blue. Across website headers, emails, and social stories, a single sparkling white star began small in the centre, then smoothly expanded—growing larger until it burst into a full-screen background. The joyful, seamless animation delivered instant holiday energy, driving a surge of traffic and sales for the perfect celebration kickoff.

EMAIL Design
Cookie Cutter Magic
Baking Email Campaign

This standalone email campaign for Sur La Table captivated subscribers with a delightful animated section featuring a seamless rotation of festive cookie cutters. Paired with tempting offers on baking tools, decorating kits, and premium bakeware, the playful animation drove record open-to-click performance.

Campaign Design
Zest for Summer Campaigns
Sur La Table Citrus Collection Sale

The Citrus Collection Sale campaign brought a burst of sunshine to Sur La Table customers through a vibrant, cohesive rollout of custom assets. Playful email series with zesty animated headers, refreshing website banners showcasing lemon-yellow cookware and lime-hued tools, and lively social media posts featuring juicy close-ups and bright lifestyle imagery drove excitement and sales for the limited-time collection of patterned linens, colourful ceramics, and summer-entertaining essentials.

Campaign Design
Seasonal Sales Campaigns
Unwrap Savings on Premium Kitchen Essentials

The Holiday Wrap-Up Sale campaign for Sur La Table delivered post-holiday urgency through targeted email blasts, eye-catching web banners, and vibrant social media assets. Featuring steep discounts on must-have cookware, bakeware, and entertaining accessories, the multi-channel push cleared seasonal inventory while delighting customers with last-chance deals to refresh their kitchens for the new year.

SOCIAL MEDIA Design
Sur La Table Mother’s Day 2024
For the Woman Who Taught You Flavour

The Mother’s Day social campaign wrapped love in motion with a seamless, looping animated banner series. Across Instagram Stories and Reels, elegant gift ideas cycled in gentle succession: a pastel stand mixer twirling into frame, a bouquet of rainbow knives blooming next, luxurious linen aprons unfolding, and a gleaming tea kettle whistling softly—each lingering just long enough to spark the perfect “she’ll love this” moment before dissolving into the next. The tender, continuous carousel turned endless scrolling into heartfelt gifting inspiration and delivered one of the season’s highest engagement rates.

Campaign Design
Overstock Flash
Bold Hue, Bigger Urgency

The Overstock Sale campaign ignited instant action with a striking series of website and social media banners built on three intense red background variants. Each featured a subtle, pulse-like animation—slow-breathing gradients and faint heat-wave ripples—that made the rich crimson backgrounds feel alive and urgent without ever feeling loud. Clean “Overstock Sale – Up to 60% Off” lockups sat front and centre, turning quiet scrolls into rapid clicks and transforming surplus stock into one of the fastest-moving clearances of the season.

Campaign Design
Kitchen Accessories Campaign
A Seamless Multi-Channel Push to Inspire Home Cooks

In a targeted campaign designed to boost sales of premium kitchen accessories for Sur La Table, we crafted compelling marketing assets across email, web banners, and social media. By highlighting versatile tools like sleek utensils, innovative gadgets, and stylish storage solutions, the initiative drove engagement and conversions, empowering everyday chefs to transform their culinary spaces with ease and elegance.

Campaign Design
Ceramic Nonstick Cookware Launch Campaign
Social Stories + Email Layout

Designed a high-energy Instagram Stories series and matching email layout campaign to launch Sur La Table’s premium ceramic nonstick cookware line. Crafted swipe-up animations with sizzling product close-ups, chef tips, and limited-time offers—driving direct traffic to PDP. Paired with a responsive email template featuring bold hero visuals, scannable benefit bullets, and a glowing CTA button. Delivered cohesive, on-brand storytelling that boosted click-through rates, accelerated add-to-cart actions, and positioned the collection as the must-have healthy cooking upgrade.

Campaign Design
Cozy Clearance
Branded Kitchen Towel Animation

The Winter Sale campaign wrapped warmth around deep discounts with a tactile, satisfying animation. Deployed across emails, website headers, and social stories, the intimate, ASMR-style reveal turned every impression into a quiet moment of delight and urgency, melting away post-holiday budgets in record time.

Campaign Design
Joy to the Cook: Holiday Cheer Campaign
When Pots and Pans Start to Dance

The “Joy to the Cook” campaign infused holiday spirit into every channel with pure delight. Across animated email headers and social media carousels, colourful pots, pans, and whisks joyfully danced, twirled, and clinked together like a kitchen conga line set to silent jingle bells. The playful, looping animations—paired with warm greetings and curated gift ideas—turned ordinary promotions into a celebration of cooking happiness, spreading smiles and driving engagement throughout the festive season.

Campaign Design
Sur La Table’s Holiday Gifting Blitz
Unwrap the Perfect Present

The Great Gift Sale campaign turned gifting into irresistible urgency with beautifully wrapped presents in signature Sur La Table holiday paper piled high and ready to go. In animated emails and social media assets, the bold CTA button (“Shop Now”) rocked side-to-side like an eager gift begging to be opened, while web banners showcased the same festive gift boxes. The playful motion and cheerful branding created instant excitement, driving clicks and conversions during the busiest gifting weeks of the year.

Campaign Design
Long Weekend Toast
Raise a Hue for Holiday Weekends

The Long Weekend Sale campaign turned relaxed holiday moments into vibrant celebrations with a kaleidoscope of colourful glassware. Custom banners created for third-party partners and affiliates showcased jewel-toned tumblers, stemless wine glasses, and festive pitchers in radiant sunset shades. The bright, summery visuals—optimized for email, site takeovers, and affiliate networks—sparked instant getaway vibes, driving traffic and sales as customers stocked up on drink-ware perfect for backyard barbecues and lazy porch evenings.

Campaign Design
Join the Table: “We’re Hiring” Campaign
59 Stores Nationwide Need Passionate Cooks & Makers

The “We’re Hiring” recruitment campaign invited kitchen enthusiasts to turn their passion into a pay-check at one of Sur La Table’s 59 stores across the U.S. Clean calls-to-action (“Find your place at the table”) paired with simple corporate icons and colours made joining the team feel like stepping into a community that lives and breathes great food, driving a surge of qualified applications from coast to coast. The banners were evergreen banners that lived on the corporate website.

Campaign Design
Things We Love Campaign
Cupid-Approved Kitchen Crushes

The “Things We Love” campaign turned February affection into irresistible clicks with a single, swoon-worthy animated banner. Across emails, website headers, and social stories, the word LOVE appeared with the heart-shaped O. An arrow flies in from the left, striking the heart. The playful, perfectly timed animation made every open and scroll feel like falling in love, driving record engagement and sales for the season’s most lovable kitchen finds.

Campaign Design
Skillet Flash Sale
Corporate Sales Animations

Developed bi-weekly animation series for sales, leveraging unique colour palettes and tailored messaging to align perfectly with Sur La Table’s branding.

Crafted dynamic visuals with strategic storytelling to amplify promotional themes, captivate audiences, and drive measurable sales performance across digital campaigns, resized for email, website banners, social media stories and posts.

Campaign Design
In-Store GWP
Spend $125, Walk Out Wearing the Cutest Free Apron

The Free Apron in-store promotion turned every $125+ purchase into a stylish reward with an exclusive, limited-edition apron. Resized hero imagery of the apron starred across animated email banners where it danced on screen. The gift-with-purchase messaging created instant foot traffic and turned routine shopping trips into feel-good apron victories.

SOCIAL MEDIA Design
Sur La Table Mother’s Day 2023
For the Woman Who Taught You Flavour

The Mother’s Day campaign wrapped warmth and gratitude into every swipe with animated social banners that gently cycled through perfect presents: a pastel stand mixer blooming into view, a delicate teapot pouring steam hearts, a monogrammed cutting board sliding in with fresh flowers, and a luxurious linen apron tying itself with a bow. Each idea lingered just long enough to spark “that’s so Mom” before gracefully transitioning to the next. The soft, looping carousel turned feeds into a love letter, driving record engagement and last-minute orders for the moms who deserve everything.

CAMPAIGN Design
Join the Table
59 Stores Nationwide, One Amazing Team

The “We’re Hiring” recruitment campaign invited passionate food lovers to bring their energy to Sur La Table’s growing family of 59 stores across the United States. Warm, lifestyle-driven banners appeared across email newsletters, website headers, and social media feeds. With inviting messaging “Unlock an exciting culinary career,” the cohesive, welcoming visuals sparked applications nationwide and helped fill seasonal and full-time roles.

Campaign Design
Extra 20% Off Clearance
Corporate Sales Animations

Developed a bi-weekly animation series for promotional sales, harnessing quarterly colour palettes and custom messaging to seamlessly align with Sur La Table’s branding.

Crafted dynamic, story-driven visuals to spotlight seasonal themes, captivate audiences, and drive measurable sales—resized and optimized for email, website banners, social stories, and feed posts.

Campaign Design
Great Gift Sale Creative Options
Watch the Presents Reveal Themselves

The Great Gift Sale campaign transformed holiday promotions into theater with three show-stopping animated options. Versions one and two featured gifts that dramatically open to reveal knives, Dutch ovens and appliances rising like treasures, while version three cycled through three ribboned boxes flashing in and out in hypnotic rhythm.

Overstock Overhaul

Overstock Overhaul

Forest Friends

Forest Friends

Forest Friends

Sur La Table Coffee Sale Campaign

Sur La Table Coffee Sale Campaign

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