Sur La Table (a CSC Generation brand)
Digital Graphic Designer // November 2020 – May 2024
Digital Graphic Designer // November 2020 – May 2024
Situation
Sur La Table, a premium retailer of cooking equipment, dining supplies, and culinary experiences, needed consistent, high-impact digital advertising across email, social media, and web to drive engagement and conversions in a competitive retail market.
Sur La Table, a premium retailer of cooking equipment, dining supplies, and culinary experiences, needed consistent, high-impact digital advertising across email, social media, and web to drive engagement and conversions in a competitive retail market.
Solution
Joined as Digital Graphic Designer focused on the Sur La Table brand, producing high-volume motion graphics and animated assets to strengthen product storytelling and guide customers smoothly from awareness to purchase.
Joined as Digital Graphic Designer focused on the Sur La Table brand, producing high-volume motion graphics and animated assets to strengthen product storytelling and guide customers smoothly from awareness to purchase.
Execution
Designed and executed high-impact email campaigns featuring motion-driven content, and produced motion graphics and video for e-commerce and performance advertising across multiple platforms and devices. I built scalable, brand-aligned animated templates and asset systems that sped up production while keeping a consistent identity across email, web, social, and paid channels. I collaborated closely with the Senior Art Director, Director of e-Commerce, copywriters, digital design team, and QC team, and managed imagery selection, asset creation, campaign deployment, and quality control across every touchpoint.
Designed and executed high-impact email campaigns featuring motion-driven content, and produced motion graphics and video for e-commerce and performance advertising across multiple platforms and devices. I built scalable, brand-aligned animated templates and asset systems that sped up production while keeping a consistent identity across email, web, social, and paid channels. I collaborated closely with the Senior Art Director, Director of e-Commerce, copywriters, digital design team, and QC team, and managed imagery selection, asset creation, campaign deployment, and quality control across every touchpoint.
Result
Email campaigns generated $6.2M in revenue between October 2022 and March 2023, and the motion and video content I produced supported e-commerce platforms projected to attract 31 million visitors in 2024. I contributed to company revenue growth from $346M in 2021 to $461M in 2022, including 700,000 units sold in a single month (January). Across seasonal promotions, the work delivered consistently high engagement and conversion, strengthening Sur La Table's premium brand experience at every touchpoint.
EMAIL DESIGN
High-Volume Email Design & Execution
High-Volume Email Design & Execution
Situation
Sur La Table needed a high volume of professional, on-brand email campaigns to drive revenue and customer engagement. With a demanding schedule and a large audience to serve consistently, every email had to be visually compelling, strategically designed, and optimized for mobile performance.
Sur La Table needed a high volume of professional, on-brand email campaigns to drive revenue and customer engagement. With a demanding schedule and a large audience to serve consistently, every email had to be visually compelling, strategically designed, and optimized for mobile performance.
Solution
Designed and executed a high-volume email marketing program that balanced speed, brand integrity, and strong conversion focus while delivering a premium visual experience.
Designed and executed a high-volume email marketing program that balanced speed, brand integrity, and strong conversion focus while delivering a premium visual experience.
Execution
Designed and deployed 3-4 emails per day on a tight production schedule, creating visually striking emails with dynamic content, bold calls-to-action, and high-quality graphics while strictly adhering to Sur La Table's brand standards. Each quarter, I revamped the email templates in Adobe Photoshop, presented the new designs to stakeholders, and updated the email spec sheets so deployment stayed consistent. I also optimized campaigns in real time using consumer demand, engagement metrics, and site traffic data.
Designed and deployed 3-4 emails per day on a tight production schedule, creating visually striking emails with dynamic content, bold calls-to-action, and high-quality graphics while strictly adhering to Sur La Table's brand standards. Each quarter, I revamped the email templates in Adobe Photoshop, presented the new designs to stakeholders, and updated the email spec sheets so deployment stayed consistent. I also optimized campaigns in real time using consumer demand, engagement metrics, and site traffic data.
Result
From October 2022 to March 2023, the email campaigns I designed and executed generated $6.2 million in revenue. The consistent, high-quality visual approach strengthened brand perception and contributed significantly to Sur La Table's overall digital sales performance.
From October 2022 to March 2023, the email campaigns I designed and executed generated $6.2 million in revenue. The consistent, high-quality visual approach strengthened brand perception and contributed significantly to Sur La Table's overall digital sales performance.
CAMPAIGN DESIGN
Multi-Channel Advertising Campaigns
Multi-Channel Advertising Campaigns
Situation
Sur La Table needed cohesive, high-impact advertising campaigns across all digital customer touch-points (website, social, paid media, and email) to elevate its premium brand presence and drive significant revenue growth in a competitive retail landscape.
Sur La Table needed cohesive, high-impact advertising campaigns across all digital customer touch-points (website, social, paid media, and email) to elevate its premium brand presence and drive significant revenue growth in a competitive retail landscape.
Solution
I designed and produced dynamic, visually compelling advertising assets that fused strong brand strategy with sophisticated creative execution, ensuring a consistent and engaging customer experience across every channel.
I designed and produced dynamic, visually compelling advertising assets that fused strong brand strategy with sophisticated creative execution, ensuring a consistent and engaging customer experience across every channel.
Execution
Created a wide range of digital assets, including landing pages, fly-downs, banners, display ads, animated MP4s and GIFs, and static graphics. I sourced premium imagery and optimized all content for navigation, responsiveness, and cross-device performance, working closely with the Senior Art Director, Director of e-Commerce, copywriters, designers, and project managers. Throughout, I maintained strict brand integrity while delivering conversion-focused creative that supported both brand storytelling and e-commerce goals.
Created a wide range of digital assets, including landing pages, fly-downs, banners, display ads, animated MP4s and GIFs, and static graphics. I sourced premium imagery and optimized all content for navigation, responsiveness, and cross-device performance, working closely with the Senior Art Director, Director of e-Commerce, copywriters, designers, and project managers. Throughout, I maintained strict brand integrity while delivering conversion-focused creative that supported both brand storytelling and e-commerce goals.
Result
Contributed to substantial business growth, helping scale Sur La Table's revenue from $346M in 2021 to $461M in 2022. Strengthened brand perception, improved customer engagement across platforms, and delivered cohesive, premium digital experiences that drove both awareness and sales.
Contributed to substantial business growth, helping scale Sur La Table's revenue from $346M in 2021 to $461M in 2022. Strengthened brand perception, improved customer engagement across platforms, and delivered cohesive, premium digital experiences that drove both awareness and sales.
CAMPAIGN DESIGN
Pre-Christmas Gift Card Promotion
"Buy $100, Unlock $20" Campaign
Pre-Christmas Gift Card Promotion
"Buy $100, Unlock $20" Campaign
Situation
Sur La Table needed an effective holiday promotion to boost gift card sales during the peak pre-Christmas season, a campaign that felt festive and premium while encouraging customers to purchase gift cards.
Sur La Table needed an effective holiday promotion to boost gift card sales during the peak pre-Christmas season, a campaign that felt festive and premium while encouraging customers to purchase gift cards.
Solution
Designed a refined, animated promotional banner for the "Buy $100 in Gift Cards, Get $20 Off" offer, balancing festive appeal with elegant brand aesthetics.
Designed a refined, animated promotional banner for the "Buy $100 in Gift Cards, Get $20 Off" offer, balancing festive appeal with elegant brand aesthetics.
Execution
Created a clean, sophisticated animated banner with a soft, rhythmic pulsing border and a subtle twinkling light effect to draw attention gently. I used crisp typography, warm holiday tones, and minimal motion to keep the feel luxurious and trustworthy, then deployed the asset across email headers, website takeovers, and social media Stories, ensuring full brand consistency and high visual quality at every touchpoint.
Created a clean, sophisticated animated banner with a soft, rhythmic pulsing border and a subtle twinkling light effect to draw attention gently. I used crisp typography, warm holiday tones, and minimal motion to keep the feel luxurious and trustworthy, then deployed the asset across email headers, website takeovers, and social media Stories, ensuring full brand consistency and high visual quality at every touchpoint.
Result
Created quiet urgency and festive anticipation, driving record gift card sales and increasing average order value. Delivered strong holiday revenue growth while reinforcing Sur La Table's premium brand positioning through thoughtful, high-conversion creative.
Created quiet urgency and festive anticipation, driving record gift card sales and increasing average order value. Delivered strong holiday revenue growth while reinforcing Sur La Table's premium brand positioning through thoughtful, high-conversion creative.
WEBSITE DESIGN
Kids in the Kitchen
Homepage & Category Takeover
Kids in the Kitchen
Homepage & Category Takeover
Situation
Sur La Table wanted to promote its kids' cooking collection (including the fox-themed apron set, matching pot holder, and "Kid in the Kitchen" cookbook) with a warm, inviting homepage presence that appealed to parents shopping for young home cooks.
Sur La Table wanted to promote its kids' cooking collection (including the fox-themed apron set, matching pot holder, and "Kid in the Kitchen" cookbook) with a warm, inviting homepage presence that appealed to parents shopping for young home cooks.
Solution
Designed a homepage and category takeover centred around charming, family-friendly product photography, seamlessly integrated into Sur La Table's existing website layout and navigation.
Designed a homepage and category takeover centred around charming, family-friendly product photography, seamlessly integrated into Sur La Table's existing website layout and navigation.
Execution
Designed a full-width hero banner featuring the fox-themed apron set styled with matching kids' tools, a cookbook, and a pot holder. I wrote and placed clear, parent-focused messaging ("Let your little ones gain cooking confidence with tools made just for them") and integrated the banner seamlessly into Sur La Table's existing site structure and navigation. I kept it consistent with adjacent category modules, including the "Fall Cooking" cross-sell products, for a cohesive browsing experience.
Designed a full-width hero banner featuring the fox-themed apron set styled with matching kids' tools, a cookbook, and a pot holder. I wrote and placed clear, parent-focused messaging ("Let your little ones gain cooking confidence with tools made just for them") and integrated the banner seamlessly into Sur La Table's existing site structure and navigation. I kept it consistent with adjacent category modules, including the "Fall Cooking" cross-sell products, for a cohesive browsing experience.
Result
Delivered a warm, inviting homepage presence that highlighted Sur La Table's kids' cooking collection, encouraging exploration of a family-friendly product category alongside the site's broader seasonal offerings.
Delivered a warm, inviting homepage presence that highlighted Sur La Table's kids' cooking collection, encouraging exploration of a family-friendly product category alongside the site's broader seasonal offerings.
CAMPAIGN DESIGN
Secret Sale Reveal Campaign
"Rip the Paper, Grab the Deals"
Secret Sale Reveal Campaign
"Rip the Paper, Grab the Deals"
Situation
Sur La Table needed a high-impact promotional campaign to drive urgency and excitement for its Warehouse Sale, one that could stand out in crowded inboxes and social feeds while maintaining the brand's premium aesthetic and encouraging immediate action.
Sur La Table needed a high-impact promotional campaign to drive urgency and excitement for its Warehouse Sale, one that could stand out in crowded inboxes and social feeds while maintaining the brand's premium aesthetic and encouraging immediate action.
Solution
Created a dramatic "paper tear" animation that revealed the bold "Up to 50% Off Warehouse Sale" offer in one satisfying motion, turning the promotion into a fun, interactive surprise.
Created a dramatic "paper tear" animation that revealed the bold "Up to 50% Off Warehouse Sale" offer in one satisfying motion, turning the promotion into a fun, interactive surprise.
Execution
Designed a clean, looping animation with a realistic paper-tear effect that unveiled the headline, and deployed it across email headers, Instagram and Facebook Stories, and website banners. I used high-contrast visuals, clean typography, and seamless looping while preserving Sur La Table's premium brand feel, balancing subtle excitement with strong visual hierarchy to maximize click-through potential.
Designed a clean, looping animation with a realistic paper-tear effect that unveiled the headline, and deployed it across email headers, Instagram and Facebook Stories, and website banners. I used high-contrast visuals, clean typography, and seamless looping while preserving Sur La Table's premium brand feel, balancing subtle excitement with strong visual hierarchy to maximize click-through potential.
Result
Generated immediate curiosity and urgency, resulting in one of the highest click-through rates of the year. Drove significant traffic to the sale, helped clear inventory quickly, and delivered strong revenue performance during a short promotional window, while reinforcing the brand's premium yet approachable identity.
Generated immediate curiosity and urgency, resulting in one of the highest click-through rates of the year. Drove significant traffic to the sale, helped clear inventory quickly, and delivered strong revenue performance during a short promotional window, while reinforcing the brand's premium yet approachable identity.
CAMPAIGN DESIGN
Summer Campaigns Multi-Channel Launch
Summer Campaigns Multi-Channel Launch
Situation
Sur La Table needed a cohesive, visually engaging suite of marketing assets to promote a variety of summer-themed campaigns across multiple channels, maintaining strong brand consistency while capturing seasonal energy and driving engagement during peak summer.
Sur La Table needed a cohesive, visually engaging suite of marketing assets to promote a variety of summer-themed campaigns across multiple channels, maintaining strong brand consistency while capturing seasonal energy and driving engagement during peak summer.
Solution
I designed and produced a full range of summer campaign assets tailored specifically for social media, website integration, and email marketing.
I designed and produced a full range of summer campaign assets tailored specifically for social media, website integration, and email marketing.
Execution
Created high-impact visuals for social media posts, Stories, and ads, and designed supporting assets for website banners, promotional sections, and landing pages. I also produced email headers, promotional banners, and full campaign templates, making sure every asset aligned with Sur La Table's premium brand identity while reflecting a fresh, vibrant summer aesthetic.
Created high-impact visuals for social media posts, Stories, and ads, and designed supporting assets for website banners, promotional sections, and landing pages. I also produced email headers, promotional banners, and full campaign templates, making sure every asset aligned with Sur La Table's premium brand identity while reflecting a fresh, vibrant summer aesthetic.
Result
Delivered consistent, on-brand visuals across every digital touchpoint. The multi-channel approach helped increase engagement during the summer season and supported promotional efforts across social, email, and web platforms.
Delivered consistent, on-brand visuals across every digital touchpoint. The multi-channel approach helped increase engagement during the summer season and supported promotional efforts across social, email, and web platforms.
PRODUCT EDUCATION DESIGN
Meet the Santoku Knife
Feature Callout Graphics Across Social, Web & Email
Meet the Santoku Knife
Feature Callout Graphics Across Social, Web & Email
Situation
Sur La Table needed a way to communicate the Shun Santoku knife's premium craftsmanship (the kasumi method, Damascus steel layering, pakkawood handle) clearly and quickly across social media, website, and email, without relying on dense product descriptions.
Sur La Table needed a way to communicate the Shun Santoku knife's premium craftsmanship (the kasumi method, Damascus steel layering, pakkawood handle) clearly and quickly across social media, website, and email, without relying on dense product descriptions.
Solution
Designed a clean, annotated feature callout graphic that visually broke down the knife's key craftsmanship details, making premium product storytelling instantly scannable across every channel.
Designed a clean, annotated feature callout graphic that visually broke down the knife's key craftsmanship details, making premium product storytelling instantly scannable across every channel.
Execution
Created high-contrast, high-energy banners featuring sliding discount reveals, pulsing calls-to-action, and dynamic animations, using dramatic product photography, crisp typography, and strategic colour accents against clean backgrounds. I deployed the assets across email headers, website takeovers, and social media, balancing aggressive urgency with premium design language to maintain brand integrity.
Created high-contrast, high-energy banners featuring sliding discount reveals, pulsing calls-to-action, and dynamic animations, using dramatic product photography, crisp typography, and strategic colour accents against clean backgrounds. I deployed the assets across email headers, website takeovers, and social media, balancing aggressive urgency with premium design language to maintain brand integrity.
Result
Delivered clear, engaging product education that helped customers quickly understand the Santoku knife's premium craftsmanship and heritage, supporting product storytelling across social, web, and email touch-points.
Delivered clear, engaging product education that helped customers quickly understand the Santoku knife's premium craftsmanship and heritage, supporting product storytelling across social, web, and email touch-points.
CAMPAIGN DESIGN
High-Urgency Clearance Banners
Post-Holiday & Spring Overstock Campaign
High-Urgency Clearance Banners
Post-Holiday & Spring Overstock Campaign
Situation
Sur La Table needed to quickly clear post-holiday and spring overstock inventory while maintaining its premium brand positioning, creating urgency and driving rapid sell-through without appearing discount-heavy or cheap.
Sur La Table needed to quickly clear post-holiday and spring overstock inventory while maintaining its premium brand positioning, creating urgency and driving rapid sell-through without appearing discount-heavy or cheap.
Solution
Designed a bold yet polished series of static and animated clearance banners that created excitement and high urgency while preserving the brand's upscale aesthetic.
Designed a bold yet polished series of static and animated clearance banners that created excitement and high urgency while preserving the brand's upscale aesthetic.
Execution
Created high-contrast, high-energy banners featuring sliding discount reveals, pulsing calls-to-action, and dynamic animations, using dramatic product photography, crisp typography, and strategic colour accents against clean backgrounds. I deployed the assets across email headers, website takeovers, and social media, balancing aggressive urgency with premium design language to maintain brand integrity.
Created high-contrast, high-energy banners featuring sliding discount reveals, pulsing calls-to-action, and dynamic animations, using dramatic product photography, crisp typography, and strategic colour accents against clean backgrounds. I deployed the assets across email headers, website takeovers, and social media, balancing aggressive urgency with premium design language to maintain brand integrity.
Result
Drove exceptional sell-through rates, rapidly clearing surplus inventory and minimizing overstock risk. Delivered strong conversion performance while reinforcing Sur La Table's reputation for premium value during key seasonal transitions.
Drove exceptional sell-through rates, rapidly clearing surplus inventory and minimizing overstock risk. Delivered strong conversion performance while reinforcing Sur La Table's reputation for premium value during key seasonal transitions.
CAMPAIGN DESIGN
Winter Spell: Winter Sale & Clearance Campaign
Winter Spell: Winter Sale & Clearance Campaign
Situation
Sur La Table needed a standout digital campaign to promote its Winter Sale & Clearance event, creating urgency and excitement for clearing seasonal inventory while preserving the brand's elegant, premium aesthetic.
Sur La Table needed a standout digital campaign to promote its Winter Sale & Clearance event, creating urgency and excitement for clearing seasonal inventory while preserving the brand's elegant, premium aesthetic.
Solution
Designed an enchanting "Winter Spell" campaign centred around a magical word-by-word animation that revealed the sale message in a captivating, memorable way.
Designed an enchanting "Winter Spell" campaign centred around a magical word-by-word animation that revealed the sale message in a captivating, memorable way.
Execution
Created a signature animated sequence in which crisp white letters gently materialized one by one against a softly falling snow background, spelling out "WINTER SALE" with subtle frost-kissed sparkles, followed by a bold "& Clearance, Up to 50% Off" message. I deployed the assets across email headers, website banners, and silent social media Stories, keeping a serene winter colour palette and refined typography so the motion felt elegant rather than overwhelming.
Created a signature animated sequence in which crisp white letters gently materialized one by one against a softly falling snow background, spelling out "WINTER SALE" with subtle frost-kissed sparkles, followed by a bold "& Clearance, Up to 50% Off" message. I deployed the assets across email headers, website banners, and silent social media Stories, keeping a serene winter colour palette and refined typography so the motion felt elegant rather than overwhelming.
Result
Created a hypnotic moment of anticipation that turned passive viewers into active shoppers, driving exceptional click-through rates, increased traffic, and strong conversions, helping clear winter inventory efficiently while reinforcing Sur La Table's reputation for elegant, experiential marketing.
Created a hypnotic moment of anticipation that turned passive viewers into active shoppers, driving exceptional click-through rates, increased traffic, and strong conversions, helping clear winter inventory efficiently while reinforcing Sur La Table's reputation for elegant, experiential marketing.
CAMPAIGN DESIGN
Fresh for Spring Online & In-Store Sale
Fresh for Spring Online & In-Store Sale
Situation
Sur La Table needed a vibrant and cohesive digital campaign to promote their Fresh for Spring Sale across both online and in-store channels. The goal was to capture the energy and joy of the season while driving traffic, engagement, and sales without losing the brand’s premium sophistication.
Sur La Table needed a vibrant and cohesive digital campaign to promote their Fresh for Spring Sale across both online and in-store channels. The goal was to capture the energy and joy of the season while driving traffic, engagement, and sales without losing the brand’s premium sophistication.
Solution
Designed a fresh, visually compelling multi-channel campaign that celebrated the arrival of spring using high-quality corporate photography and Sur La Table’s seasonal colour palette.
Designed a fresh, visually compelling multi-channel campaign that celebrated the arrival of spring using high-quality corporate photography and Sur La Table’s seasonal colour palette.
Execution
Created a full suite of assets, including hero website banners, carousels, email blasts, social media posts, Stories, and Reels, highlighting key products, limited-time offers, and irresistible deals with lively yet elegant visuals. I kept everything consistent across touch-points, blending the brand's warmth and sophistication with the fresh spirit of the season, and delivered striking, immersive visuals that guided customers from inspiration to purchase.
Created a full suite of assets, including hero website banners, carousels, email blasts, social media posts, Stories, and Reels, highlighting key products, limited-time offers, and irresistible deals with lively yet elegant visuals. I kept everything consistent across touch-points, blending the brand's warmth and sophistication with the fresh spirit of the season, and delivered striking, immersive visuals that guided customers from inspiration to purchase.
Result
The campaign successfully drove significant traffic, fostered deeper emotional connections with the audience, and boosted both online purchases and in-store visits. It transformed the Fresh for Spring Sale into a memorable seasonal moment that strengthened brand loyalty and delivered strong sales performance.
The campaign successfully drove significant traffic, fostered deeper emotional connections with the audience, and boosted both online purchases and in-store visits. It transformed the Fresh for Spring Sale into a memorable seasonal moment that strengthened brand loyalty and delivered strong sales performance.
CAMPAIGN DESIGN
"Forest Friends Frolic": Woodland Collection Launch
"Forest Friends Frolic": Woodland Collection Launch
Situation
Sur La Table launched a limited-edition Woodland Collection (fox, deer, owl, and gnome-themed kitchenware) and needed a cohesive, multi-channel campaign to build excitement and drive a fast sell-through of the exclusive line.
Sur La Table launched a limited-edition Woodland Collection (fox, deer, owl, and gnome-themed kitchenware) and needed a cohesive, multi-channel campaign to build excitement and drive a fast sell-through of the exclusive line.
Solution
Led production for "Forest Friends Frolic," a storybook-inspired campaign that carried a single whimsical narrative across email, web, and social, pairing enchantment with a clear promotional strategy to convert browsing into buying.
Led production for "Forest Friends Frolic," a storybook-inspired campaign that carried a single whimsical narrative across email, web, and social, pairing enchantment with a clear promotional strategy to convert browsing into buying.
Execution
Designed a full asset suite of animated emails, web banners, and looping social videos, all built around one cohesive visual world. I added playful motion details, such as characters peeking into frame, items floating gently, and subtle sparkle effects, to keep the storytelling alive across every touchpoint, not just the hero assets. I established a visual language of soft earthy tones, hand-drawn illustration, and warm typography to create a nostalgic, inviting feel distinct from Sur La Table's typical seasonal campaigns, while maintaining strict brand consistency across all channels and still giving the collection room to feel special and limited-time.
Designed a full asset suite of animated emails, web banners, and looping social videos, all built around one cohesive visual world. I added playful motion details, such as characters peeking into frame, items floating gently, and subtle sparkle effects, to keep the storytelling alive across every touchpoint, not just the hero assets. I established a visual language of soft earthy tones, hand-drawn illustration, and warm typography to create a nostalgic, inviting feel distinct from Sur La Table's typical seasonal campaigns, while maintaining strict brand consistency across all channels and still giving the collection room to feel special and limited-time.
Result
The campaign turned a standard product launch into an immersive brand moment, driving strong engagement and a fast sell-through of the limited-edition collection, while reinforcing Sur La Table's reputation for premium, story-driven seasonal marketing.
The campaign turned a standard product launch into an immersive brand moment, driving strong engagement and a fast sell-through of the limited-edition collection, while reinforcing Sur La Table's reputation for premium, story-driven seasonal marketing.
Forest Friends
CAMPAIGN DESIGN
Scents of the Season: Fragrance Collection Promotion
Scents of the Season: Fragrance Collection Promotion
Situation
Sur La Table wanted to promote its luxurious fall fragrance collection (candles and diffusers) with a sensory-driven campaign that captured the cozy essence of the season and encouraged customers to shop the limited-time collection.
Sur La Table wanted to promote its luxurious fall fragrance collection (candles and diffusers) with a sensory-driven campaign that captured the cozy essence of the season and encouraged customers to shop the limited-time collection.
Solution
Led production for a warm, immersive multi-channel campaign titled "Scents of the Season" that brought the fragrance experience to life visually across digital platforms.
Led production for a warm, immersive multi-channel campaign titled "Scents of the Season" that brought the fragrance experience to life visually across digital platforms.
Execution
Designed a cohesive suite of assets, including website banners and social media creatives optimized for Instagram, Facebook, and Pinterest. I used rich textures, flickering flame details, autumnal hues, and inviting product close-ups to evoke warmth and indulgence, and incorporated strategic calls-to-action and brand-aligned typography to guide customers from inspiration to purchase. Visual consistency and sensory storytelling carried through every touchpoint.
Designed a cohesive suite of assets, including website banners and social media creatives optimized for Instagram, Facebook, and Pinterest. I used rich textures, flickering flame details, autumnal hues, and inviting product close-ups to evoke warmth and indulgence, and incorporated strategic calls-to-action and brand-aligned typography to guide customers from inspiration to purchase. Visual consistency and sensory storytelling carried through every touchpoint.
Result
Created a memorable, sensory-rich experience that drove strong engagement and increased conversions for the fragrance collection, reinforcing Sur La Table's position as the go-to destination for premium seasonal home fragrance and entertaining products.
Created a memorable, sensory-rich experience that drove strong engagement and increased conversions for the fragrance collection, reinforcing Sur La Table's position as the go-to destination for premium seasonal home fragrance and entertaining products.
CAMPAIGN DESIGN
Warehouse Sale Email
Up to 65% Off: Cookware, Small Appliances, Knives & Entertaining
Warehouse Sale Email
Up to 65% Off: Cookware, Small Appliances, Knives & Entertaining
Situation
Sur La Table needed a high-impact email campaign to promote its Warehouse Sale (a major multi-category clearance event spanning cookware, small appliances, knives, and entertaining) requiring bold, immediate visual impact to stand out in the inbox.
Sur La Table needed a high-impact email campaign to promote its Warehouse Sale (a major multi-category clearance event spanning cookware, small appliances, knives, and entertaining) requiring bold, immediate visual impact to stand out in the inbox.
Solution
Designed a dedicated email built around a striking warehouse box backdrop and an oversized "Up to 65% Off" callout, paired with a clear category grid breaking down specific savings by brand and product type.
Designed a dedicated email built around a striking warehouse box backdrop and an oversized "Up to 65% Off" callout, paired with a clear category grid breaking down specific savings by brand and product type.
Execution
Designed a bold hero section featuring a warehouse box photo backdrop, a diagonal "Free Shipping Over $75" ribbon, and a dramatic large-scale percentage callout. Below it, I built a clean, colour-coded grid breaking down savings by category and brand (Le Creuset, Cuisinart, Sur La Table Cookware, Knives, Entertaining, GreenPan, and Kitchen Gadgets), keeping the visual hierarchy strong so shoppers could scan for their category of interest at a glance. Throughout, I balanced bold, high-contrast typography with Sur La Table's premium brand identity.
Designed a bold hero section featuring a warehouse box photo backdrop, a diagonal "Free Shipping Over $75" ribbon, and a dramatic large-scale percentage callout. Below it, I built a clean, colour-coded grid breaking down savings by category and brand (Le Creuset, Cuisinart, Sur La Table Cookware, Knives, Entertaining, GreenPan, and Kitchen Gadgets), keeping the visual hierarchy strong so shoppers could scan for their category of interest at a glance. Throughout, I balanced bold, high-contrast typography with Sur La Table's premium brand identity.
Result
Achieved a strong open rate, helping drive awareness and traffic to the Warehouse Sale across every featured category.
Achieved a strong open rate, helping drive awareness and traffic to the Warehouse Sale across every featured category.
CAMPAIGN DESIGN
"Power Up in Colour" Small Appliance Sale
Mixers, Blenders & Brewers in Every Hue
"Power Up in Colour" Small Appliance Sale
Mixers, Blenders & Brewers in Every Hue
Situation
Sur La Table wanted to promote its vibrant small appliance collection (stand mixers, blenders, and brewers) with an energetic sale campaign that could stand out in a competitive market and drive immediate interest across digital channels.
Sur La Table wanted to promote its vibrant small appliance collection (stand mixers, blenders, and brewers) with an energetic sale campaign that could stand out in a competitive market and drive immediate interest across digital channels.
Solution
Designed a joyful, colour-forward campaign that celebrated the rainbow of appliance finishes, transforming the promotion into a visually exciting and appetizing offer.
Designed a joyful, colour-forward campaign that celebrated the rainbow of appliance finishes, transforming the promotion into a visually exciting and appetizing offer.
Execution
Created a series of high-impact static banners featuring hero product photography against bold, saturated backgrounds, using clean, energetic typography and strategic layout to highlight the "Power Up in Colour" theme and sale messaging. I developed cohesive assets for email headers, website banners, and social media feeds, ensuring strong visual hierarchy, high contrast, and clear calls-to-action to maximize click-through potential.
Created a series of high-impact static banners featuring hero product photography against bold, saturated backgrounds, using clean, energetic typography and strategic layout to highlight the "Power Up in Colour" theme and sale messaging. I developed cohesive assets for email headers, website banners, and social media feeds, ensuring strong visual hierarchy, high contrast, and clear calls-to-action to maximize click-through potential.
Result
Infused Sur La Table's digital channels with vibrant energy, driving strong traffic, engagement, and sales conversions, reinforcing the brand's position as the premier destination for premium kitchen appliances and creating an effective, memorable seasonal promotion.
Infused Sur La Table's digital channels with vibrant energy, driving strong traffic, engagement, and sales conversions, reinforcing the brand's position as the premier destination for premium kitchen appliances and creating an effective, memorable seasonal promotion.
CAMPAIGN DESIGN
Coffee Sale Biggest of the Season Sale
Coffee Sale Biggest of the Season Sale
Situation
Sur La Table needed a strong digital campaign to promote their biggest Coffee Sale of the season. The objective was to drive significant engagement, traffic, and conversions while maintaining the brand’s premium kitchenware positioning.
Sur La Table needed a strong digital campaign to promote their biggest Coffee Sale of the season. The objective was to drive significant engagement, traffic, and conversions while maintaining the brand’s premium kitchenware positioning.
Solution
Collaborated closely with the Senior Art Director to create a cohesive, visually compelling multi-channel campaign that spoke directly to coffee enthusiasts and home baristas with strategic storytelling and premium aesthetics.
Collaborated closely with the Senior Art Director to create a cohesive, visually compelling multi-channel campaign that spoke directly to coffee enthusiasts and home baristas with strategic storytelling and premium aesthetics.
Execution
Designed scroll-stopping social media graphics optimized to stop thumbs and spark interest, created immersive website banners that delivered a seamless brand experience, and developed dedicated email creatives focused on inspiring action and driving conversions. Every asset maintained strong brand consistency, purposeful storytelling, and high visual impact across all touch-points.
Designed scroll-stopping social media graphics optimized to stop thumbs and spark interest, created immersive website banners that delivered a seamless brand experience, and developed dedicated email creatives focused on inspiring action and driving conversions. Every asset maintained strong brand consistency, purposeful storytelling, and high visual impact across all touch-points.
Result
The campaign successfully achieved key engagement and conversion goals, turning passive viewers into active participants and loyal customers. The thoughtful digital design strengthened brand affinity, deepened customer connections, and drove meaningful business results during this major seasonal sale.
The campaign successfully achieved key engagement and conversion goals, turning passive viewers into active participants and loyal customers. The thoughtful digital design strengthened brand affinity, deepened customer connections, and drove meaningful business results during this major seasonal sale.
Sur La Table Coffee Sale Campaign
CAMPAIGN DESIGN
Collection Sale
Exclusive Savings on Signature Kitchen Collections
Collection Sale
Exclusive Savings on Signature Kitchen Collections
Situation
Sur La Table wanted to promote its premium signature kitchen collections (cookware, bakeware, and specialty tools) through a cohesive sale event, driving traffic and increasing average order value while clearing seasonal inventory and maintaining the brand's upscale positioning.
Sur La Table wanted to promote its premium signature kitchen collections (cookware, bakeware, and specialty tools) through a cohesive sale event, driving traffic and increasing average order value while clearing seasonal inventory and maintaining the brand's upscale positioning.
Solution
Designed and executed a unified multi-channel campaign that highlighted the curated, coordinated style of the collections and created a strong sense of exclusivity and urgency.
Designed and executed a unified multi-channel campaign that highlighted the curated, coordinated style of the collections and created a strong sense of exclusivity and urgency.
Execution
Created a full suite of assets, including targeted email blasts, striking website banners, dynamic website integrations, and engaging social media visuals. I used high-resolution lifestyle photography, elegant typography, and bold yet restrained colour palettes to showcase complete product sets, and developed strategic calls-to-action and cohesive messaging across email, web, and social channels. Every asset maintained strong brand consistency and a premium aesthetic.
Created a full suite of assets, including targeted email blasts, striking website banners, dynamic website integrations, and engaging social media visuals. I used high-resolution lifestyle photography, elegant typography, and bold yet restrained colour palettes to showcase complete product sets, and developed strategic calls-to-action and cohesive messaging across email, web, and social channels. Every asset maintained strong brand consistency and a premium aesthetic.
Result
Drove immediate traffic, boosted average order value, and increased sales of the signature collections, effectively clearing seasonal inventory while strengthening customer loyalty and reinforcing Sur La Table's reputation as the premier destination for high-quality, curated kitchen essentials.
Drove immediate traffic, boosted average order value, and increased sales of the signature collections, effectively clearing seasonal inventory while strengthening customer loyalty and reinforcing Sur La Table's reputation as the premier destination for high-quality, curated kitchen essentials.
PRINT DESIGN
Handbills & Box Stuffers
Capturing Attention, One Sheet at a Time
Handbills & Box Stuffers
Capturing Attention, One Sheet at a Time
Situation
Sur La Table needed consistent, high-quality print inserts to enhance the customer unboxing experience and turn every shipment into a branded marketing opportunity, promoting key messages, seasonal promotions, and product highlights while maintaining strong brand alignment.
Sur La Table needed consistent, high-quality print inserts to enhance the customer unboxing experience and turn every shipment into a branded marketing opportunity, promoting key messages, seasonal promotions, and product highlights while maintaining strong brand alignment.
Solution
Designed and produced a series of visually engaging handbills and box stuffers that transformed routine packaging into a delightful, informative customer touchpoint.
Designed and produced a series of visually engaging handbills and box stuffers that transformed routine packaging into a delightful, informative customer touchpoint.
Execution
Collaborated closely with the print team, working from provided templates while refining layouts for maximum impact. I updated content and optimized imagery, typography, and colour palettes to ensure clarity and visual appeal, maintaining strict brand consistency and preparing all files as print-ready assets. I balanced bold visuals with clean hierarchy to capture attention the moment customers opened their orders.
Collaborated closely with the print team, working from provided templates while refining layouts for maximum impact. I updated content and optimized imagery, typography, and colour palettes to ensure clarity and visual appeal, maintaining strict brand consistency and preparing all files as print-ready assets. I balanced bold visuals with clean hierarchy to capture attention the moment customers opened their orders.
Result
Turned every shipment into a meaningful branded experience, informing customers, promoting offers, and strengthening loyalty by transforming passive unboxing moments into opportunities for deeper connection and repeat business.
Turned every shipment into a meaningful branded experience, informing customers, promoting offers, and strengthening loyalty by transforming passive unboxing moments into opportunities for deeper connection and repeat business.
CAMPAIGN DESIGN
Brand Flash Finale
Last Chance to Save Campaign
Brand Flash Finale
Last Chance to Save Campaign
Situation
Sur La Table needed a powerful final push to drive last-minute traffic and conversions before a major sale ended, a high-urgency campaign spotlighting its most iconic and coveted brands to motivate immediate customer action.
Sur La Table needed a powerful final push to drive last-minute traffic and conversions before a major sale ended, a high-urgency campaign spotlighting its most iconic and coveted brands to motivate immediate customer action.
Solution
I designed a dramatic "Brand Flash Finale" campaign centred around a fast-paced, sequential brand reveal animation that built excitement and FOMO (fear of missing out).
I designed a dramatic "Brand Flash Finale" campaign centred around a fast-paced, sequential brand reveal animation that built excitement and FOMO (fear of missing out).
Execution
Created high-impact animated assets featuring popular brand names appearing one after another in rapid succession, set against a bold, bright red backdrop to maximize visibility and urgency. I deployed the animation across email headers, website banners, and social media Stories, keeping the motion dynamic yet clean so it maintained Sur La Table's premium aesthetic while delivering strong visual impact.
Created high-impact animated assets featuring popular brand names appearing one after another in rapid succession, set against a bold, bright red backdrop to maximize visibility and urgency. I deployed the animation across email headers, website banners, and social media Stories, keeping the motion dynamic yet clean so it maintained Sur La Table's premium aesthetic while delivering strong visual impact.
Result
Created an unmissable moment of urgency, driving a significant surge in last-minute traffic and conversions. The "name-dropping" animation effectively motivated customers to act before the sale ended, helping to clear remaining inventory and close the promotional period on a strong note.
Created an unmissable moment of urgency, driving a significant surge in last-minute traffic and conversions. The "name-dropping" animation effectively motivated customers to act before the sale ended, helping to clear remaining inventory and close the promotional period on a strong note.
SOCIAL MEDIA DESIGN
Mother's Day: "For the Woman Who Taught You Flavour"
Mother's Day: "For the Woman Who Taught You Flavour"
Situation
Sur La Table needed a heartfelt, visually engaging Mother's Day campaign to celebrate moms while driving gift purchases in the premium kitchenware and home goods category, one that felt emotional, warm, and on-brand without being overly commercial.
Sur La Table needed a heartfelt, visually engaging Mother's Day campaign to celebrate moms while driving gift purchases in the premium kitchenware and home goods category, one that felt emotional, warm, and on-brand without being overly commercial.
Solution
Designed a series of animated social media banners that turned the feed into a tender, storybook-style tribute to mothers, using soft looping animations to showcase thoughtful gift ideas.
Designed a series of animated social media banners that turned the feed into a tender, storybook-style tribute to mothers, using soft looping animations to showcase thoughtful gift ideas.
Execution
Created a full suite of assets, including targeted email blasts, striking website banners, dynamic website integrations, and engaging social media visuals. I used high-resolution lifestyle photography, elegant typography, and bold yet restrained colour palettes to showcase complete product sets, and developed strategic calls-to-action and cohesive messaging across email, web, and social channels. Every asset maintained strong brand consistency and a premium aesthetic.
Created a full suite of assets, including targeted email blasts, striking website banners, dynamic website integrations, and engaging social media visuals. I used high-resolution lifestyle photography, elegant typography, and bold yet restrained colour palettes to showcase complete product sets, and developed strategic calls-to-action and cohesive messaging across email, web, and social channels. Every asset maintained strong brand consistency and a premium aesthetic.
Result
Generated record engagement, shares, saves, and last-minute orders. Deepened emotional brand affinity and loyalty while driving strong conversions for Mother's Day gifting, reinforcing Sur La Table's position as the go-to destination for meaningful kitchen and home experiences.
Generated record engagement, shares, saves, and last-minute orders. Deepened emotional brand affinity and loyalty while driving strong conversions for Mother's Day gifting, reinforcing Sur La Table's position as the go-to destination for meaningful kitchen and home experiences.
CAMPAIGN DESIGN
Long Weekend Event Campaign
Up to 50% Off Promotion
Long Weekend Event Campaign
Up to 50% Off Promotion
Situation
Sur La Table needed a cohesive, high-impact digital campaign to promote its Long Weekend Event with compelling savings ("Up to 50% Off"), one that worked effectively across every channel while maintaining brand consistency and driving urgency.
Sur La Table needed a cohesive, high-impact digital campaign to promote its Long Weekend Event with compelling savings ("Up to 50% Off"), one that worked effectively across every channel while maintaining brand consistency and driving urgency.
Solution
Took full ownership of the creative direction and production of a multi-format campaign featuring both animated and static assets optimized for maximum engagement and conversion.
Took full ownership of the creative direction and production of a multi-format campaign featuring both animated and static assets optimized for maximum engagement and conversion.
Execution
Designed a full suite of animated and static creatives, including website banners, email headers, social media posts, Stories, Reels, and targeted ads. I created subtle motion graphics with dynamic reveals and transitions to add energy and urgency, and tailored every asset to platform specifications while maintaining strong brand alignment and visual consistency. By balancing bold, scannable static designs with energetic animations, I aimed to stop scrolls and inspire action.
Designed a full suite of animated and static creatives, including website banners, email headers, social media posts, Stories, Reels, and targeted ads. I created subtle motion graphics with dynamic reveals and transitions to add energy and urgency, and tailored every asset to platform specifications while maintaining strong brand alignment and visual consistency. By balancing bold, scannable static designs with energetic animations, I aimed to stop scrolls and inspire action.
Result
Delivered a unified, compelling presence across every digital touchpoint, capturing attention, communicating the limited-time savings, and driving measurable traffic, clicks, and sales during the Long Weekend Event.
Delivered a unified, compelling presence across every digital touchpoint, capturing attention, communicating the limited-time savings, and driving measurable traffic, clicks, and sales during the Long Weekend Event.
CAMPAIGN DESIGN
Zest for Summer: Citrus Collection Campaign
Zest for Summer: Citrus Collection Campaign
Situation
Sur La Table wanted to promote its limited-time Citrus Collection (vibrant patterned linens, colourful ceramics, and summer entertaining essentials) with a fresh, energetic campaign that captured the joy of the season and drove sales across digital channels.
Sur La Table wanted to promote its limited-time Citrus Collection (vibrant patterned linens, colourful ceramics, and summer entertaining essentials) with a fresh, energetic campaign that captured the joy of the season and drove sales across digital channels.
Solution
Led production for a vibrant, citrus-inspired multi-channel campaign that infused Sur La Table's digital presence with sunshine and playfulness while maintaining its premium brand aesthetic.
Led production for a vibrant, citrus-inspired multi-channel campaign that infused Sur La Table's digital presence with sunshine and playfulness while maintaining its premium brand aesthetic.
Execution
Designed a cohesive suite of assets, including animated email headers, website banners, and lively social media posts across Instagram, Facebook, and TikTok. I used bold sunny colours, crisp typography, juicy product photography, and dynamic motion graphics to evoke freshness and fun, and created refreshing website banners showcasing lemon-yellow cookware and lime-hued tools. Every visual stayed aligned with Sur La Table's premium kitchenware identity while delivering high-energy seasonal appeal.
Designed a cohesive suite of assets, including animated email headers, website banners, and lively social media posts across Instagram, Facebook, and TikTok. I used bold sunny colours, crisp typography, juicy product photography, and dynamic motion graphics to evoke freshness and fun, and created refreshing website banners showcasing lemon-yellow cookware and lime-hued tools. Every visual stayed aligned with Sur La Table's premium kitchenware identity while delivering high-energy seasonal appeal.
Result
Sparked immediate excitement, increased traffic, and drove strong sales for the limited-edition Citrus Collection, effectively clearing seasonal inventory and reinforcing Sur La Table's position as the destination for inspired, joyful home entertaining.
Sparked immediate excitement, increased traffic, and drove strong sales for the limited-edition Citrus Collection, effectively clearing seasonal inventory and reinforcing Sur La Table's position as the destination for inspired, joyful home entertaining.
CAMPAIGN DESIGN
48-Hour Flash Sale Campaign
"Flash Sale Flash Sale" Category Promotion
48-Hour Flash Sale Campaign
"Flash Sale Flash Sale" Category Promotion
Situation
Sur La Table needed a bold, high-urgency campaign to promote a 48-hour flash sale on its Entertaining category, a short promotional window requiring maximum visual impact to drive immediate action before the offer expired.
Sur La Table needed a bold, high-urgency campaign to promote a 48-hour flash sale on its Entertaining category, a short promotional window requiring maximum visual impact to drive immediate action before the offer expired.
Solution
Designed a striking graphic treatment built around a repeating, layered "FLASH SALE" typographic pattern (alternating outline and solid lettering) to create energy and urgency at a glance.
Designed a striking graphic treatment built around a repeating, layered "FLASH SALE" typographic pattern (alternating outline and solid lettering) to create energy and urgency at a glance.
Execution
Designed a bold, repeating "FLASH SALE" typographic treatment using alternating outline and solid letterforms for maximum visual energy, set against a vibrant olive green backdrop with clean white typography to stand out in crowded feeds and inboxes. I clearly communicated the offer ("Up to 45% Off, 48 Hours Only") alongside the featured Entertaining category, and paired the bold graphic treatment with a clear "Shop Now" call-to-action.
Designed a bold, repeating "FLASH SALE" typographic treatment using alternating outline and solid letterforms for maximum visual energy, set against a vibrant olive green backdrop with clean white typography to stand out in crowded feeds and inboxes. I clearly communicated the offer ("Up to 45% Off, 48 Hours Only") alongside the featured Entertaining category, and paired the bold graphic treatment with a clear "Shop Now" call-to-action.
Result
Delivered a visually striking, unmissable flash sale asset that communicated urgency and offer details instantly, driving awareness and traffic for the 48-hour Entertaining sale event.
Delivered a visually striking, unmissable flash sale asset that communicated urgency and offer details instantly, driving awareness and traffic for the 48-hour Entertaining sale event.
CAMPAIGN DESIGN
Holiday Wrap Up Sale Online & In-Store Promotion
Holiday Wrap Up Sale Online & In-Store Promotion
Situation
Sur La Table needed an effective end-of-season digital campaign to promote the Holiday Wrap Up Sale across online and in-store channels, aiming to drive final clearance of inventory and maximize post-holiday revenue.
Sur La Table needed an effective end-of-season digital campaign to promote the Holiday Wrap Up Sale across online and in-store channels, aiming to drive final clearance of inventory and maximize post-holiday revenue.
Solution
Designed a series of animated digital assets that were visually compelling, on-brand, and strategically aligned with the campaign’s goals of urgency and conversion.
Designed a series of animated digital assets that were visually compelling, on-brand, and strategically aligned with the campaign’s goals of urgency and conversion.
Execution
Created animated assets optimized for multiple platforms, including email, website banners, and social media, ensuring all visuals maintained strong brand consistency while delivering clear promotional messaging. I presented concepts to stakeholders for approval and efficiently produced the final assets for deployment, keeping production streamlined without compromising design quality or impact.
Created animated assets optimized for multiple platforms, including email, website banners, and social media, ensuring all visuals maintained strong brand consistency while delivering clear promotional messaging. I presented concepts to stakeholders for approval and efficiently produced the final assets for deployment, keeping production streamlined without compromising design quality or impact.
Result
The Holiday Wrap Up Sale campaign successfully engaged the audience, driving increased interest, traffic, and conversions. The animated assets contributed to a cohesive and effective promotion that supported Sur La Table’s digital and in-store sales objectives in a results-driven manner.
The Holiday Wrap Up Sale campaign successfully engaged the audience, driving increased interest, traffic, and conversions. The animated assets contributed to a cohesive and effective promotion that supported Sur La Table’s digital and in-store sales objectives in a results-driven manner.
CAMPAIGN DESIGN
Overstock Sale Digital Campaign Summer & Winter Deep Discounts
Overstock Sale Digital Campaign Summer & Winter Deep Discounts
Situation
Sur La Table needed strong, consistent digital campaigns to promote their Overstock Sales during both summer and winter seasons. The goal was to clear excess inventory while maintaining the brand’s premium positioning and driving traffic, engagement, and conversions across all digital channels.
Sur La Table needed strong, consistent digital campaigns to promote their Overstock Sales during both summer and winter seasons. The goal was to clear excess inventory while maintaining the brand’s premium positioning and driving traffic, engagement, and conversions across all digital channels.
Solution
Designed a cohesive suite of high-impact digital assets that combined strategic creativity with Sur La Table’s seasonal branded colour palettes to create compelling promotions for the Overstock Sale.
Designed a cohesive suite of high-impact digital assets that combined strategic creativity with Sur La Table’s seasonal branded colour palettes to create compelling promotions for the Overstock Sale.
Execution
Collaborated closely with the Senior Art Director to develop visually striking assets, creating eye-catching social media visuals, immersive website banners, and engaging email modules. I applied a consistent brand identity through colour, typography, imagery, and messaging across all touchpoints, with a focus on storytelling that invited customers to explore, engage, and shop the discounted premium kitchenware and home goods.
Collaborated closely with the Senior Art Director to develop visually striking assets, creating eye-catching social media visuals, immersive website banners, and engaging email modules. I applied a consistent brand identity through colour, typography, imagery, and messaging across all touchpoints, with a focus on storytelling that invited customers to explore, engage, and shop the discounted premium kitchenware and home goods.
Result
The Overstock Sale campaigns successfully captured attention, increased engagement, and drove measurable traffic and sales. The assets turned casual browsers into loyal customers while effectively clearing seasonal inventory and reinforcing Sur La Table’s reputation for premium quality and joyful home entertaining.
The Overstock Sale campaigns successfully captured attention, increased engagement, and drove measurable traffic and sales. The assets turned casual browsers into loyal customers while effectively clearing seasonal inventory and reinforcing Sur La Table’s reputation for premium quality and joyful home entertaining.
CAMPAIGN DESIGN
Chef'n Fruit & Veggie Tools "Buy Two, Get One Free" Digital Campaign
Chef'n Fruit & Veggie Tools "Buy Two, Get One Free" Digital Campaign
Situation
Sur La Table wanted to drive sales and increase visibility for the Chef'n Fruit & Veggie Tools collection, needing a compelling promotional campaign that could stand out in a competitive kitchenware market and motivate purchases.
Sur La Table wanted to drive sales and increase visibility for the Chef'n Fruit & Veggie Tools collection, needing a compelling promotional campaign that could stand out in a competitive kitchenware market and motivate purchases.
Solution
Conceptualized and led a high-impact "Buy Two, Get One Free" multi-channel digital campaign designed to engage customers, highlight product benefits, and drive conversions while maintaining Sur La Table's premium brand identity.
Conceptualized and led a high-impact "Buy Two, Get One Free" multi-channel digital campaign designed to engage customers, highlight product benefits, and drive conversions while maintaining Sur La Table's premium brand identity.
Execution
Developed creative campaign concepts and presented them to stakeholders, securing full buy-in and team alignment. I then designed a complete suite of cohesive digital assets, including website banners, animated social media posts, email headers, and targeted display ads, pairing resonant messaging with strong calls-to-action to inspire immediate purchases. Throughout, I ensured visual storytelling, brand consistency, and seamless execution across every channel, collaborating closely with cross-functional teams on production and deployment.
Developed creative campaign concepts and presented them to stakeholders, securing full buy-in and team alignment. I then designed a complete suite of cohesive digital assets, including website banners, animated social media posts, email headers, and targeted display ads, pairing resonant messaging with strong calls-to-action to inspire immediate purchases. Throughout, I ensured visual storytelling, brand consistency, and seamless execution across every channel, collaborating closely with cross-functional teams on production and deployment.
Result
Successfully engaged audiences and drove measurable sales for the Chef'n product line — delivering a dynamic, results-oriented promotion that strengthened Sur La Table's position in the kitchen tools and gadgets market.
Successfully engaged audiences and drove measurable sales for the Chef'n product line — delivering a dynamic, results-oriented promotion that strengthened Sur La Table's position in the kitchen tools and gadgets market.
CAMPAIGN DESIGN
Ceramic Nonstick Cookware Launch
Ceramic Nonstick Cookware Launch
Situation
Sur La Table was launching a new Ceramic Nonstick Cookware line and needed a compelling digital campaign to build awareness and convert interest into sales for the exclusive collection.
Sur La Table was launching a new Ceramic Nonstick Cookware line and needed a compelling digital campaign to build awareness and convert interest into sales for the exclusive collection.
Solution
Led creative development of a visually immersive, multi-channel campaign that brought the new cookware to life through dynamic animation and cohesive storytelling across social media, email, and the website.
Led creative development of a visually immersive, multi-channel campaign that brought the new cookware to life through dynamic animation and cohesive storytelling across social media, email, and the website.
Execution
Collaborated closely with the Senior Art Director to conceptualize and produce a suite of animated assets for social media and email, designing animated sequences that built a clear product narrative and generated anticipation ahead of launch. I also created high-impact website banners and Product Listing Pages (PLPs) that delivered a seamless, visually cohesive browsing experience, applying bold typography, a strategic colour palette, and strong product-focused imagery throughout to keep every asset aligned with brand standards.
Collaborated closely with the Senior Art Director to conceptualize and produce a suite of animated assets for social media and email, designing animated sequences that built a clear product narrative and generated anticipation ahead of launch. I also created high-impact website banners and Product Listing Pages (PLPs) that delivered a seamless, visually cohesive browsing experience, applying bold typography, a strategic colour palette, and strong product-focused imagery throughout to keep every asset aligned with brand standards.
Result
The campaign generated strong buzz around the new cookware line, creating an immersive digital experience that drew customers in and supported Sur La Table's positioning in the premium kitchenware market.
The campaign generated strong buzz around the new cookware line, creating an immersive digital experience that drew customers in and supported Sur La Table's positioning in the premium kitchenware market.
CAMPAIGN DESIGN
"Joy to the Cook" Sale Holiday Digital Campaign
"Joy to the Cook" Sale Holiday Digital Campaign
Situation
Sur La Table needed a festive, effective digital campaign to promote the "Joy to the Cook Sale" during the critical holiday season, highlighting seasonal deals on premium cookware and kitchen gifts while driving traffic, engagement, and sales across both online and in-store channels.
Sur La Table needed a festive, effective digital campaign to promote the "Joy to the Cook Sale" during the critical holiday season, highlighting seasonal deals on premium cookware and kitchen gifts while driving traffic, engagement, and sales across both online and in-store channels.
Solution
I designed a suite of animated digital assets that captured the joyful, celebratory spirit of the season while maintaining Sur La Table's premium brand aesthetic.
I designed a suite of animated digital assets that captured the joyful, celebratory spirit of the season while maintaining Sur La Table's premium brand aesthetic.
Execution
Created visually compelling animations featuring smooth transitions, joyful motion, bold typography, and strategic calls-to-action, and developed assets optimized for email headers, website banners, social media posts, Stories, and in-store digital displays. I worked from concept through stakeholder approval, making sure every visual aligned with campaign objectives and brand guidelines, with a focus on high-engagement storytelling that resonated with home chefs and holiday shoppers.
Created visually compelling animations featuring smooth transitions, joyful motion, bold typography, and strategic calls-to-action, and developed assets optimized for email headers, website banners, social media posts, Stories, and in-store digital displays. I worked from concept through stakeholder approval, making sure every visual aligned with campaign objectives and brand guidelines, with a focus on high-engagement storytelling that resonated with home chefs and holiday shoppers.
Result
Captured attention and drove significant traffic, increased conversions, and contributed to strong sales performance during the holiday season, reinforcing Sur La Table's position as the go-to destination for premium kitchen essentials and seasonal inspiration.
Captured attention and drove significant traffic, increased conversions, and contributed to strong sales performance during the holiday season, reinforcing Sur La Table's position as the go-to destination for premium kitchen essentials and seasonal inspiration.
CAMPAIGN DESIGN
Holiday Gifting Blitz
"Unwrap the Perfect Present"
Holiday Gifting Blitz
"Unwrap the Perfect Present"
Situation
Sur La Table needed a festive, high-urgency holiday campaign to drive gifting sales during the peak season, making gift shopping feel joyful and exciting while clearing holiday inventory and maintaining the brand's premium positioning.
Sur La Table needed a festive, high-urgency holiday campaign to drive gifting sales during the peak season, making gift shopping feel joyful and exciting while clearing holiday inventory and maintaining the brand's premium positioning.
Solution
I led creative direction for the "Holiday Gifting Blitz" campaign, transforming gift-giving into a visually delightful, multi-channel experience centred around beautifully wrapped presents.
I led creative direction for the "Holiday Gifting Blitz" campaign, transforming gift-giving into a visually delightful, multi-channel experience centred around beautifully wrapped presents.
Execution
Designed animated emails and social media assets featuring festive gift boxes, with a playful "Shop Now" CTA button that rocked side-to-side to create anticipation and excitement. I created matching web banners showcasing stacked gift boxes with subtle motion and cheerful seasonal branding, using rich holiday colours, elegant typography, soft animations, and strategic product spotlights for a cohesive, immersive experience. All assets worked seamlessly across email, website, and social channels.
Designed animated emails and social media assets featuring festive gift boxes, with a playful "Shop Now" CTA button that rocked side-to-side to create anticipation and excitement. I created matching web banners showcasing stacked gift boxes with subtle motion and cheerful seasonal branding, using rich holiday colours, elegant typography, soft animations, and strategic product spotlights for a cohesive, immersive experience. All assets worked seamlessly across email, website, and social channels.
Result
Turned routine browsing into joyful gifting moments, driving strong traffic, engagement, clicks, and conversions. Helped clear holiday inventory efficiently and reinforced Sur La Table's reputation as the ultimate destination for thoughtful, premium gifts during the busiest time of the year.
Turned routine browsing into joyful gifting moments, driving strong traffic, engagement, clicks, and conversions. Helped clear holiday inventory efficiently and reinforced Sur La Table's reputation as the ultimate destination for thoughtful, premium gifts during the busiest time of the year.
CAMPAIGN DESIGN
"Things We Love" Valentine's Day Campaign
"Things We Love" Valentine's Day Campaign
Situation
Sur La Table wanted a romantic, emotionally engaging Valentine's Day campaign to drive traffic, interaction, and sales, one that felt warm, elegant, and premium while appealing to customers seeking meaningful gifts and kitchen experiences.
Sur La Table wanted a romantic, emotionally engaging Valentine's Day campaign to drive traffic, interaction, and sales, one that felt warm, elegant, and premium while appealing to customers seeking meaningful gifts and kitchen experiences.
Solution
I designed a heartfelt "Things We Love" digital campaign that blended romance with Sur La Table's upscale brand identity, creating an immersive experience across multiple channels.
I designed a heartfelt "Things We Love" digital campaign that blended romance with Sur La Table's upscale brand identity, creating an immersive experience across multiple channels.
Execution
Collaborated closely with the e-Commerce Director to develop captivating creative concepts and secure stakeholder buy-in, then produced a full suite of assets, including animated banners, social media posts, email headers, and website visuals. I focused on warm, romantic visuals with elegant typography, soft colour palettes, and thoughtful details to evoke love and excitement, ensuring all assets maintained strong brand consistency while delivering emotional storytelling and clear calls-to-action.
Collaborated closely with the e-Commerce Director to develop captivating creative concepts and secure stakeholder buy-in, then produced a full suite of assets, including animated banners, social media posts, email headers, and website visuals. I focused on warm, romantic visuals with elegant typography, soft colour palettes, and thoughtful details to evoke love and excitement, ensuring all assets maintained strong brand consistency while delivering emotional storytelling and clear calls-to-action.
Result
Created an emotional connection with the audience, driving significant traffic, engagement, and sales during the Valentine's Day period, strengthening brand affinity and positioning Sur La Table as a destination for thoughtful, premium gifting and culinary inspiration.
Created an emotional connection with the audience, driving significant traffic, engagement, and sales during the Valentine's Day period, strengthening brand affinity and positioning Sur La Table as a destination for thoughtful, premium gifting and culinary inspiration.
CAMPAIGN DESIGN
Skillet Flash Sale
Bi-Weekly Animation Series
Skillet Flash Sale
Bi-Weekly Animation Series
Situation
Sur La Table needed a consistent, high-impact way to promote its recurring Skillet Flash Sales — creating visually dynamic content that could cut through crowded feeds, highlight premium cookware, and drive urgency for limited-time deals while maintaining the brand's upscale aesthetic.
Sur La Table needed a consistent, high-impact way to promote its recurring Skillet Flash Sales — creating visually dynamic content that could cut through crowded feeds, highlight premium cookware, and drive urgency for limited-time deals while maintaining the brand's upscale aesthetic.
Solution
I developed a bi-weekly animation series tailored specifically for the Skillet Flash Sale promotions, delivering energetic, brand-aligned motion graphics that elevated each sale event.
I developed a bi-weekly animation series tailored specifically for the Skillet Flash Sale promotions, delivering energetic, brand-aligned motion graphics that elevated each sale event.
Execution
Designed high-energy animations featuring strategic storytelling, smooth transitions, product reveals, and subtle motion effects, creating a unique colour palette for each sale theme while staying true to Sur La Table's signature aesthetic. I optimized and resized the assets for email headers, website banners, social media Stories, posts, and Reels, with a focus on highlighting the quality, versatility, and value of the skillets to encourage immediate purchases.
Designed high-energy animations featuring strategic storytelling, smooth transitions, product reveals, and subtle motion effects, creating a unique colour palette for each sale theme while staying true to Sur La Table's signature aesthetic. I optimized and resized the assets for email headers, website banners, social media Stories, posts, and Reels, with a focus on highlighting the quality, versatility, and value of the skillets to encourage immediate purchases.
Result
Consistently captured attention, boosted engagement, and drove strong traffic and sales during every flash sale, making the Skillet Flash Sales a successful, recurring revenue driver while reinforcing Sur La Table's premium kitchenware positioning.
Consistently captured attention, boosted engagement, and drove strong traffic and sales during every flash sale, making the Skillet Flash Sales a successful, recurring revenue driver while reinforcing Sur La Table's premium kitchenware positioning.
CAMPAIGN DESIGN
In-Store GWP Promotion
Spend $125, Get a Free Apron
In-Store GWP Promotion
Spend $125, Get a Free Apron
Situation
Sur La Table wanted to drive in-store traffic and increase average transaction value through an appealing Gift With Purchase (GWP) offer, promoting a limited-edition free apron in a way that felt exciting, premium, and visually compelling enough to motivate customers to visit physical stores.
Sur La Table wanted to drive in-store traffic and increase average transaction value through an appealing Gift With Purchase (GWP) offer, promoting a limited-edition free apron in a way that felt exciting, premium, and visually compelling enough to motivate customers to visit physical stores.
Solution
I designed a lively animated email campaign centred around the "Spend $125, Walk Out Wearing the Cutest Free Apron" promotion, turning the apron into the hero of the campaign.
I designed a lively animated email campaign centred around the "Spend $125, Walk Out Wearing the Cutest Free Apron" promotion, turning the apron into the hero of the campaign.
Execution
Created animated email banners featuring the apron "dancing" across the screen with smooth, playful motion, paired with clear, benefit-driven messaging: "Spend $125, Get a Free Apron." I optimized the assets for strong inbox performance and mobile responsiveness, maintaining Sur La Table's premium brand aesthetic while generating excitement and urgency.
Created animated email banners featuring the apron "dancing" across the screen with smooth, playful motion, paired with clear, benefit-driven messaging: "Spend $125, Get a Free Apron." I optimized the assets for strong inbox performance and mobile responsiveness, maintaining Sur La Table's premium brand aesthetic while generating excitement and urgency.
Result
Drove significant foot traffic to Sur La Table stores, increased average order value, and enhanced the overall shopping experience. Customers responded positively to the stylish reward, boosting sales and reinforcing the brand's reputation for generous, memorable in-store promotions.
Drove significant foot traffic to Sur La Table stores, increased average order value, and enhanced the overall shopping experience. Customers responded positively to the stylish reward, boosting sales and reinforcing the brand's reputation for generous, memorable in-store promotions.
CAMPAIGN DESIGN
Join the Table 2023–2024 Sur La Table Careers Promotion
Join the Table 2023–2024 Sur La Table Careers Promotion
Situation
Sur La Table was looking to attract passionate food lovers and talented individuals to join their growing team of 59 stores across the United States. They needed a recruitment campaign that would position the brand as an exciting, welcoming, and people-first place to build a culinary career.
Sur La Table was looking to attract passionate food lovers and talented individuals to join their growing team of 59 stores across the United States. They needed a recruitment campaign that would position the brand as an exciting, welcoming, and people-first place to build a culinary career.
Solution
I designed a warm and aspirational “We’re Hiring” campaign titled Join the Table, focused on showcasing the joy and community of working at Sur La Table through lifestyle-driven visuals.
I designed a warm and aspirational “We’re Hiring” campaign titled Join the Table, focused on showcasing the joy and community of working at Sur La Table through lifestyle-driven visuals.
Execution
Created a cohesive series of banners and promotional assets for email newsletters, website headers, and social media feeds, using inviting imagery of vibrant kitchens, smiling team members, and authentic in-store moments. I paired the visuals with clear, compelling messaging and the call-to-action "Unlock an exciting culinary career," maintaining strong brand consistency while making the campaign feel approachable and emotionally resonant.
Created a cohesive series of banners and promotional assets for email newsletters, website headers, and social media feeds, using inviting imagery of vibrant kitchens, smiling team members, and authentic in-store moments. I paired the visuals with clear, compelling messaging and the call-to-action "Unlock an exciting culinary career," maintaining strong brand consistency while making the campaign feel approachable and emotionally resonant.
Result
The campaign successfully attracted quality candidates and reinforced Sur La Table’s reputation as a desirable employer in the premium kitchenware and culinary retail space. The warm, lifestyle-focused visuals helped create an emotional connection with potential team members and supported recruitment efforts across multiple channels.
The campaign successfully attracted quality candidates and reinforced Sur La Table’s reputation as a desirable employer in the premium kitchenware and culinary retail space. The warm, lifestyle-focused visuals helped create an emotional connection with potential team members and supported recruitment efforts across multiple channels.
