I was brought in to launch a DTC retail brand, bringing the brand identity and products to life across every touchpoint. I led design, art direction, model casting, etc, etc, to convey the (differentiated!) personality of a net new brand at a premium price-point via assets on all channels, including the most critical: email and eCommerce.

Templatizing email design allowed for speed and scale without sacrificing aesthetics. A content strategy mixing seasonal, editorial, and product-forward content ensured unsubscribe rates remained low. From promo messaging to how-to-style, headlines are punchy, copy is short, CTAs are clear, and open rates were way above benchmarks.

When you cannot touch or feel the products, conveying texture, materiality, quality and weight via digital assets is critical. Since many of the designs were inspired by active-wear, I prioritized casting models with dynamism and capturing as much movement as possible in studio. That hunch paid off, as conversion rates on those pieces were higher than anticipated.