MARKETING ART DIRECTION
B2B Email & Digital Campaign Strategy
B2B Email & Digital Campaign Strategy
Situation
DōMatcha offers authentic, stone-ground Japanese green tea products and accessories. The company needed to drive inventory reorders and in-store demos among grocery retailers and natural health buyers across North America, while maintaining a premium, consistent brand identity.
DōMatcha offers authentic, stone-ground Japanese green tea products and accessories. The company needed to drive inventory reorders and in-store demos among grocery retailers and natural health buyers across North America, while maintaining a premium, consistent brand identity.
Solution
As Marketing Art Director, I lead the design of B2B email campaigns, digital assets, and brand visuals, ensuring every material supports retailer engagement, product education, and measurable sales outcomes.
As Marketing Art Director, I lead the design of B2B email campaigns, digital assets, and brand visuals, ensuring every material supports retailer engagement, product education, and measurable sales outcomes.
Execution
Design high-impact monthly email campaigns featuring animated modules, interactive charts, bold product visuals, and strategic calls-to-action
Prioritize readability, aesthetics, and cross-device usability in every layout
Continuously optimize campaigns using engagement metrics, consumer demand insights, and site analytics
Create graphics, icons, and illustrations for websites, social media, advertisements, and other digital materials, maintaining strict adherence to DōMatcha's brand guidelines
Collaborate closely with marketing managers, content creators, programmers, and designers to refine campaigns and digital experiences
Design high-impact monthly email campaigns featuring animated modules, interactive charts, bold product visuals, and strategic calls-to-action
Prioritize readability, aesthetics, and cross-device usability in every layout
Continuously optimize campaigns using engagement metrics, consumer demand insights, and site analytics
Create graphics, icons, and illustrations for websites, social media, advertisements, and other digital materials, maintaining strict adherence to DōMatcha's brand guidelines
Collaborate closely with marketing managers, content creators, programmers, and designers to refine campaigns and digital experiences
Result
Campaigns boost retailer engagement, increase inventory reorders, and secure in-store demo bookings while maintaining DōMatcha's premium brand presence. Open rates, click-throughs, and conversions improve month over month, reinforcing the company's position as a leader in specialty tea and wellness products.
Campaigns boost retailer engagement, increase inventory reorders, and secure in-store demo bookings while maintaining DōMatcha's premium brand presence. Open rates, click-throughs, and conversions improve month over month, reinforcing the company's position as a leader in specialty tea and wellness products.
OOH ADVERTISING
Gardiner Expressway Digital Billboard
Gardiner Expressway Digital Billboard
Situation
DōMatcha aimed to increase brand awareness and elevate its premium ceremonial matcha presence in Toronto's high-traffic urban market.
DōMatcha aimed to increase brand awareness and elevate its premium ceremonial matcha presence in Toronto's high-traffic urban market.
Solution
As Marketing Art Director, I designed a large-format digital billboard built to capture attention, communicate brand values, and drive traffic to retail partners and the online store.
As Marketing Art Director, I designed a large-format digital billboard built to capture attention, communicate brand values, and drive traffic to retail partners and the online store.
Execution
Designed a 14' x 48' digital billboard featuring a vibrant red Japanese paper umbrella as the hero image, symbolizing tradition, elegance, and cultural authenticity
Integrated premium matcha product imagery with clean, minimalist typography and bold messaging to communicate quality, purity, and exclusivity
Optimized layout and colour contrast for maximum visibility at highway speeds
Ensured the design stood out clearly against the Toronto skyline
Designed a 14' x 48' digital billboard featuring a vibrant red Japanese paper umbrella as the hero image, symbolizing tradition, elegance, and cultural authenticity
Integrated premium matcha product imagery with clean, minimalist typography and bold messaging to communicate quality, purity, and exclusivity
Optimized layout and colour contrast for maximum visibility at highway speeds
Ensured the design stood out clearly against the Toronto skyline
Result
Launched on the Gardiner Expressway in early 2026, the billboard generated strong brand recall and consumer interest, reinforcing DōMatcha's positioning as the premium choice in ceremonial matcha. Its strategic placement and eye-catching cultural storytelling drove awareness, curiosity, and increased traffic to both retail partners and the DōMatcha online store.
Launched on the Gardiner Expressway in early 2026, the billboard generated strong brand recall and consumer interest, reinforcing DōMatcha's positioning as the premium choice in ceremonial matcha. Its strategic placement and eye-catching cultural storytelling drove awareness, curiosity, and increased traffic to both retail partners and the DōMatcha online store.
COPYWRITING
Trade Publication Design & Copywriting
Educating & Converting Retail Buyers
Trade Publication Design & Copywriting
Educating & Converting Retail Buyers
Situation
DōMatcha needed to educate natural health and grocery buyers on the benefits of ceremonial-grade matcha and increase wholesale inquiries and in-store demo bookings through trade publications across North America.
DōMatcha needed to educate natural health and grocery buyers on the benefits of ceremonial-grade matcha and increase wholesale inquiries and in-store demo bookings through trade publications across North America.
Solution
As Marketing Art Director, I designed and authored print advertisements and feature articles that combine compelling, science-backed copy with premium visual storytelling to position DōMatcha as the gold-standard in ceremonial matcha.
As Marketing Art Director, I designed and authored print advertisements and feature articles that combine compelling, science-backed copy with premium visual storytelling to position DōMatcha as the gold-standard in ceremonial matcha.
Execution
Created elegant, minimalist layouts integrating authentic Japanese-inspired imagery, high-resolution product photography, clean typography, and strategic visual hierarchy
Wrote copy highlighting matcha's health benefits, ceremonial heritage, and retail potential
Guided readers toward actionable outcomes such as inventory inquiries and demo requests
Maintained brand consistency and credibility across all trade publications
Created elegant, minimalist layouts integrating authentic Japanese-inspired imagery, high-resolution product photography, clean typography, and strategic visual hierarchy
Wrote copy highlighting matcha's health benefits, ceremonial heritage, and retail potential
Guided readers toward actionable outcomes such as inventory inquiries and demo requests
Maintained brand consistency and credibility across all trade publications
Result
Drove measurable retail engagement, increased wholesale interest, and reinforced DōMatcha's premium brand authority in the natural products channel. Buyers were better informed, more confident recommending products, and motivated to request demos or reorder inventory.
Drove measurable retail engagement, increased wholesale interest, and reinforced DōMatcha's premium brand authority in the natural products channel. Buyers were better informed, more confident recommending products, and motivated to request demos or reorder inventory.
SEO CONTENT WRITING
Monthly Content Strategy
Educational, SEO-Optimized, Product-Integrated
Monthly Content Strategy
Educational, SEO-Optimized, Product-Integrated
Situation
DōMatcha needed to establish authority in the premium ceremonial matcha market, educating consumers while driving engagement, traffic, and conversions through monthly blog content.
DōMatcha needed to establish authority in the premium ceremonial matcha market, educating consumers while driving engagement, traffic, and conversions through monthly blog content.
Solution
As Marketing Art Director, I led the end-to-end creation of monthly blogs, combining research, writing, design, and SEO optimization to position DōMatcha as the trusted source for matcha expertise and premium products.
As Marketing Art Director, I led the end-to-end creation of monthly blogs, combining research, writing, design, and SEO optimization to position DōMatcha as the trusted source for matcha expertise and premium products.
Execution
Wrote SEO-optimized educational content covering health benefits, traditional preparation, flavour profiles, sourcing authenticity, and modern recipes
Integrated strategic product links, calls-to-action, and related offerings throughout each post to drive conversions
Enhanced posts with custom infographics, charts, high-quality photography, and illustrations, optimized for accessibility and mobile responsiveness
Structured content for maximum readability using subheads, concise paragraphs, bullet points, internal linking, and targeted keywords to improve search rankings and organic traffic
Wrote SEO-optimized educational content covering health benefits, traditional preparation, flavour profiles, sourcing authenticity, and modern recipes
Integrated strategic product links, calls-to-action, and related offerings throughout each post to drive conversions
Enhanced posts with custom infographics, charts, high-quality photography, and illustrations, optimized for accessibility and mobile responsiveness
Structured content for maximum readability using subheads, concise paragraphs, bullet points, internal linking, and targeted keywords to improve search rankings and organic traffic
Result
Built brand trust, increased organic traffic, and drove measurable engagement, reinforcing DōMatcha's position as the premium authority in ceremonial matcha. Readers gained actionable insights, strengthening loyalty and purchase confidence while boosting product awareness and conversions.
Built brand trust, increased organic traffic, and drove measurable engagement, reinforcing DōMatcha's position as the premium authority in ceremonial matcha. Readers gained actionable insights, strengthening loyalty and purchase confidence while boosting product awareness and conversions.
PACKAGING DESIGN
Cross-Border Packaging Adaptation (Canada & USA)
Cross-Border Packaging Adaptation (Canada & USA)
Situation
DōMatcha needed its existing packaging artwork resized and adapted for two distinct markets (Canada and the USA) each with different labeling, regulatory, and measurement requirements, while preserving the integrity of the original brand design.
DōMatcha needed its existing packaging artwork resized and adapted for two distinct markets (Canada and the USA) each with different labeling, regulatory, and measurement requirements, while preserving the integrity of the original brand design.
Solution
Working from the supplied original artwork, I resized and adapted the packaging into market-specific versions, ensuring full compliance and consistency across both regions without compromising the premium brand aesthetic.
Working from the supplied original artwork, I resized and adapted the packaging into market-specific versions, ensuring full compliance and consistency across both regions without compromising the premium brand aesthetic.
Execution
Resized packaging dimensions and layouts to fit each product's specifications for the Canadian and US markets
Adapted labeling for bilingual (English/French) requirements for Canada, versus English-only for the USA
Adjusted content to meet each country's distinct regulatory and nutrition labeling requirements
Converted measurements and sizing formats between metric and imperial standards as required per market
Maintained brand consistency in typography, colour, and imagery across every version
Resized packaging dimensions and layouts to fit each product's specifications for the Canadian and US markets
Adapted labeling for bilingual (English/French) requirements for Canada, versus English-only for the USA
Adjusted content to meet each country's distinct regulatory and nutrition labeling requirements
Converted measurements and sizing formats between metric and imperial standards as required per market
Maintained brand consistency in typography, colour, and imagery across every version
Result
Delivered fully compliant, market-ready packaging for both Canada and the USA, preserving DōMatcha's premium brand identity while meeting each region's distinct legal and labeling requirements, enabling smooth cross-border product distribution.
Delivered fully compliant, market-ready packaging for both Canada and the USA, preserving DōMatcha's premium brand identity while meeting each region's distinct legal and labeling requirements, enabling smooth cross-border product distribution.
ADVERTISING DESIGN
Bilingual Third-Party Print & Digital Ads
Bilingual Third-Party Print & Digital Ads
Situation
DōMatcha needed English and French advertisements for placement across third-party magazines, newsletters, and catalogues (spanning both print and digital formats) to expand brand visibility beyond its own channels while meeting each publication's distinct specifications.
DōMatcha needed English and French advertisements for placement across third-party magazines, newsletters, and catalogues (spanning both print and digital formats) to expand brand visibility beyond its own channels while meeting each publication's distinct specifications.
Solution
I designed a series of bilingual ads tailored to each third-party platform's requirements, balancing strong visual impact with strict brand consistency across languages and formats.
I designed a series of bilingual ads tailored to each third-party platform's requirements, balancing strong visual impact with strict brand consistency across languages and formats.
Execution
Designed English and French versions of each ad, maintaining tone, accuracy, and brand voice across both languages
Adapted creative for print specifications (bleeds, resolution, colour profiles) and digital specifications (file size, dimensions, platform requirements) as needed per publication
Applied DōMatcha's brand colours, typography, and product imagery for consistent recognition across every placement
Tailored sizing and layout to fit the varied formats of magazines, newsletters, and catalogues
Designed English and French versions of each ad, maintaining tone, accuracy, and brand voice across both languages
Adapted creative for print specifications (bleeds, resolution, colour profiles) and digital specifications (file size, dimensions, platform requirements) as needed per publication
Applied DōMatcha's brand colours, typography, and product imagery for consistent recognition across every placement
Tailored sizing and layout to fit the varied formats of magazines, newsletters, and catalogues
Result
Delivered a cohesive set of bilingual, publication-ready ads that expanded DōMatcha's visibility across multiple third-party channels, reinforcing brand consistency and premium positioning in both English and French-speaking markets.
Delivered a cohesive set of bilingual, publication-ready ads that expanded DōMatcha's visibility across multiple third-party channels, reinforcing brand consistency and premium positioning in both English and French-speaking markets.
