Beyond The Rack - Fashion/Retail

Directed a collaborative team of graphic designers, copywriters, and social media creatives to conceptualize and produce impactful campaigns, websites, blogs, packaging, corporate assets, and email productions for 24 flash sales.

Beyond the Rack is the largest free Canadian private shopping club with 1.5 million active members in 2010 in Canada and the US.

Context
Client Work on behalf of Beyond the Rack, 2010-2012.

Contributions
Email Templates & Landing Pages
Website Design
UX/UI Design
Campaigns
Logos & Branding
Social Media Set-up
Banner Ad Campaigns
Corporate Stationary & Print Marketing Materials
Powerpoint Presentations
Blog Images

Collaborators
Vice President Marketing Department
Copywriters
Web Developpers
Social Media Specialist
Graphic Designers
Printers

The Project
Beyond the Rack Omni-channel Marketing Assets
Omni-channel Magic for Dynamic Start-Ups

My Design Responsibilities
Between 2010 and 2012, I advanced to the positions of Art Director and Studio Manager, a period during which sales impressively doubled from $50M to $100M. Leading a dynamic team of three graphic designers, two copywriters, a social media expert, and various contractors, I masterminded unified strategies and managed external production. This role involved cultivating strong ties with suppliers and printers and establishing operational frameworks that bolstered business growth and adaptability. My commitment to brand consistency ensured a cohesive presence across all media platforms.

My responsibilities went beyond supervision; I was instrumental in creating and distributing shareable, high-impact creative assets. Working closely with the marketing team, I was a key contributor to the success of daily 24-hour flash sales, designing captivating logos, banners, email templates, and website assets.

Additionally, I took the lead in creating influential marketing materials for campaigns, trade shows, contests, and corporate events. My ability to craft effective email campaigns, display ads, blog graphics, and infographics, tailored to specific demographics, not only enhanced customer acquisition but also deepened engagement, significantly contributing to the brand's growth and customer loyalty.

UX/UI Design
Website Design
Branded B2C Impactful Website Design

In collaboration with a talented team of programmers, I took the lead in crafting website mock-ups and presenting innovative solutions to stakeholders. As the UX/UI designer, I meticulously crafted wireframes, emphasizing spatial organization, content prioritization, available functionalities, and user behaviours. These detailed blueprints guided our development team, ensuring alignment with our design vision.

Engaging in extensive A/B testing tailored to Beyond the Rack's unique context, we refined our strategies for optimal user engagement and marketing efficacy. My role extended to creating branded interfaces using Adobe Photoshop and supplying developers with essential graphics. Serving as the Team Lead for the Marketing Department, I oversaw the continuous enhancement of our corporate website, reinforcing domain authority through regular updates and strategic content management. This dedication culminated in the honour of receiving the '2012 Best of Web Design and Publishing' award.

UX/UI Design
Email Template Creation & Production
Flawless Emails With Mobile-Ready Designs

I created email templates for weekly and daily emails which success metrics are measured by demand, engagement and traffic. Email is the currency of the web and anybody who’s online has an active email address. There are 3x more email accounts than there are Facebook & Twitter accounts combined. And when it comes to conversions, there isn’t a more powerful channel than email. It makes sense that email is also the most effective marketing channel to drive ROI. Unlike social networks where you send status updates to every follower regardless of their location, interests & purchase history, email allows you to be hyper-targeted with your communications.

During certain parts of the year, I am asked to re-design and re-imagine the email templates. Using Adobe photoshop, I create different options and present them to stakeholders. Once approved, I incorporate them into the email design templates and update the email spec sheet. These templates are then programmed and returned to the production team to easily populate for daily, weekly and monthly emails.

Logo & Branding Design
Digital Ad Campaigns for all Digital Customer Touch-points
Digital Campaigns for Every Customer Connection

In our dynamic approach to marketing, we orchestrated a series of 24-hour flash sales, each meticulously crafted with its distinct branding and set of assets. My role in this multifaceted process was to conceptualize and design unique logos that encapsulated the essence of each flash sale, alongside curating an appropriate colour palette that resonated with the target audience.

After presenting these branding elements to stakeholders and receiving collective approval, I proceeded to develop comprehensive banner templates, captivating email layouts, and visually appealing blog images. Recognizing the importance of collaborative effort, I effectively delegated production tasks to a specialized team comprising social media managers, adept designers, and skilled programmers. This cohesive strategy ensured timely execution while maintaining brand consistency across all touch-points, thereby maximizing engagement and conversion rates.

Campaign Design
BTR Home & Cliquesave Launches
Empowering E-Commerce Excellence From Branding to Launch

In collaboration with a talented team of programmers and copywriters, we meticulously developed a range of digital assets including sign-in pages, specialized offer templates, informative sections, FAQ pages, and secure payment interfaces. Our branding strategy was comprehensive, encompassing logo design, typography selections, and a harmonized colour palette. My leadership extended to curating event-specific assets, overseeing media production, and fostering strong public relations relationships. I spearheaded the creation of a diverse suite of marketing materials, both for print and online platforms.

As the principal UX/UI designer and Art Director for the Cliquesave project, I prioritized user-centric design principles to optimize interactions across the platform. My responsibilities included crafting detailed wireframes that emphasized intuitive space allocation, content hierarchy, available functionalities, and user behaviours. These strategic blueprints provided clear guidance for our development team, ensuring alignment and efficiency. Moreover, I took charge of the brand's visual identity, encompassing everything from website aesthetics and HTML signatures to PowerPoint templates, colour schemes, and business card designs.

Campaign Design
Partner Campaigns With Star, Elle, Food Network & More
High-Impact Leadership in Creative Strategy & Execution

In a strategic collaboration with a diverse array of networks, publishing houses, renowned brand names, and notable celebrities, we pioneered groundbreaking cross-promotional campaigns. These initiatives garnered prominent visibility, not just within our collaborators' digital domains but also seamlessly permeated Beyond the Rack's (BTR) ecosystem—spanning our website, blog, email communications, and various social media platforms.

Leveraging avant-garde technologies, I orchestrated the development of digital assets that melded aesthetic appeal with unparalleled user experience. My multifaceted expertise encompassed the creation of dynamic animated content and compelling static marketing elements. This included crafting mp4s, animated gifs, product listing pages (PLPs), interactive fly-downs, as well as a diverse suite of social and display banners tailored for both mobile and desktop platforms.

Campaign Design
Fiat & Gucci Sweepstakes Campaign
Time Sensitive/Limited Quantity Event Components

In a groundbreaking collaboration between Chrysler's Gucci-edition Fiat 500 and Beyond the Rack, I orchestrated the design and deployment of marketing assets for this exclusive partnership. This unique initiative brought together the luxury of Gucci with the innovation of Chrysler, presenting an exclusive opportunity for Beyond the Rack members to acquire a limited-edition vehicle. Leveraging Beyond the Rack's flash-sale model, we promoted the car through a time-sensitive, limited-quantity event. My role encompassed meticulously crafting the layout for the website, designing compelling email campaigns, banners, blog posts, and curating impactful social media assets to generate buzz and drive engagement.

Campaign Design
Banner Ad Campaigns
Fuelling E-commerce Site Set-Up & Success

I meticulously crafted dynamic banner advertisements tailored to our partners' specific needs, ensuring they were optimized for various online platforms. Understanding the multifaceted benefits of banner advertising, I strategically designed visuals that aligned with diverse brand goals. Whether the objective was to enhance brand visibility, increase click-through rates, or drive traffic directly to the brand's platform, these expertly curated banner ads stood as powerful instruments.

By delving deep into the unique objectives of each campaign, I ensured that every creative aspect resonated profoundly with the intended audience, ultimately boosting engagement and delivering tangible outcomes for our esteemed partners.

Print Design
Corporate Stationary
A Reflection of Brand Identity & Essential Information

Crafting corporate stationery goes beyond just paper and ink; it's a meticulous process that encapsulates the essence of a brand while serving as a repository for vital company information.

In my role, I took the lead in designing and curating the company's stationary, ensuring that each piece, whether it be letterheads, business cards, envelopes, or other essentials, resonated with the brand's identity. The design elements, typography, colour palette, and overall layout were thoughtfully chosen to reflect professionalism, consistency, and brand cohesion.

Moreover, each stationery item was strategically crafted to host key information about the company, such as contact details, mission statements, and other pertinent information, ensuring that every interaction left a lasting impression. By harmonizing aesthetics with essential information, I ensured that our corporate stationery not only looked impeccable but also served as a functional tool in conveying our brand's narrative and values to stakeholders, partners, and clients alike.

Print Design
Packaging Design
Upholding Visual Brand Coherence & Consistency

As the steward of visual brand coherence, I diligently ensured that every communication piece resonated with our brand's essence and maintained consistent messaging. Delving into the realm of packaging design, I conceptualized and crafted captivating solutions tailored for shipping boxes spanning a diverse range of sizes. My role extended beyond mere design; I orchestrated comprehensive presentations of these packaging options to stakeholders, offering insights gleaned from meticulous research into contemporary packaging trends.

Moreover, I spearheaded cost analysis initiatives, meticulously managed budget allocations, and adeptly negotiated pricing and shipment logistics. Cultivating and nurturing relationships with a network of trusted suppliers, I ensured seamless collaboration and adherence to quality standards. Through this holistic approach, I not only championed innovative design solutions but also fostered operational efficiencies, positioning the brand for sustained growth and market relevance.

BTR Website

BTR Website

BTR Website

Weekly Email Template

Elle Campaign

Elle Campaign

Elle Campaign

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