CSC Generation is a dynamic company specializing in the acquisition and transformation of retail businesses through consumer-centric digital models.
Context
Work on behalf of CSC Generation as a Digital Graphic Designer, 2021-2024
Work on behalf of CSC Generation as a Digital Graphic Designer, 2021-2024
Contributions
• Created successful email templates with careful consideration of design, content, and user experience, ensuring it captured attention, delivered SLT's message effectively, and encouraged action.
• Designed successful digital ad campaigns that reached customers across all digital touch-points. Working as a team we created a well-thought-out strategy that integrated multiple platforms, channels, and devices. Each touch-point should delivered a consistent, engaging message that guided users through the customer journey, from awareness to conversion.
• Created successful email templates with careful consideration of design, content, and user experience, ensuring it captured attention, delivered SLT's message effectively, and encouraged action.
• Designed successful digital ad campaigns that reached customers across all digital touch-points. Working as a team we created a well-thought-out strategy that integrated multiple platforms, channels, and devices. Each touch-point should delivered a consistent, engaging message that guided users through the customer journey, from awareness to conversion.
Collaborators
Senior Art Director
Director e-Commerce
Copywriters
Digital Graphic Design Team
QC Team
Senior Art Director
Director e-Commerce
Copywriters
Digital Graphic Design Team
QC Team
The Project
Sur La Table Digital Campaigns
Impactful Advertising Campaigns Across Digital Channels
Sur La Table Digital Campaigns
Impactful Advertising Campaigns Across Digital Channels
My Design Responsibilities
In my capacity as a Digital Graphic Designer, I was dedicated to elevating the Sur La Table brand, a distinguished retailer renowned for its premium cooking and dining wares, alongside its engaging online and in-store culinary classes.
In my capacity as a Digital Graphic Designer, I was dedicated to elevating the Sur La Table brand, a distinguished retailer renowned for its premium cooking and dining wares, alongside its engaging online and in-store culinary classes.
My role entailed a synergistic collaboration with copywriters, buyers, developers, and the Quality Control team, where I was instrumental in orchestrating impactful advertising campaigns. This process demanded a thorough evaluation and procurement of imagery, crafting vital assets, and tactically presenting these campaigns across various platforms including emails, social media, and the company website.
My expertise lied in blending brand strategy with sophisticated visual design principles and promoting interdisciplinary teamwork for optimal problem-solving. By employing dynamic content and persuasive calls-to-action, I was adept at producing unique, captivating, and resonant digital content that aligned seamlessly with Sur La Table's brand ethos. This comprehensive approach extended across all digital consumer touch-points, including the website, email communications, and both paid and organic social channels, ensuring a consistent and authentic brand experience.
Email Design
Email Template Creation & Production
Seamless Mobile Email Designs: Where Visuals Shine
Email Template Creation & Production
Seamless Mobile Email Designs: Where Visuals Shine
I maintained a rigorous production schedule, skillfully designing and dispatching 3-4 emails daily. My methodology involved leveraging key metrics such as consumer demand, engagement, and website traffic to measure the effectiveness of the campaigns. The email initiatives I orchestrated from October 2022 to March 2023 played a pivotal role in generating an impressive revenue of $6.2 million.
I meticulously adhered to Sur La Table's brand standards. This process encompassed the integration of dynamic content, the implementation of compelling calls-to-action, and the creation of visually arresting graphics.
Periodically, I assumed the responsibility of revamping and re-envisioning email templates to keep them fresh and engaging. Utilizing Adobe Photoshop, I developed a variety of design concepts, which I then presented to key stakeholders for approval. Post-approval, I adeptly embed these designs into our email templates, ensuring they are consistently applied across all communications, as documented in our updated email specification sheet for seamless and impactful dissemination.
Campaign Design
Ad Campaign Creation for all Digital Customer Touch-points
Dynamic Content & Engaging Creative Solutions
Ad Campaign Creation for all Digital Customer Touch-points
Dynamic Content & Engaging Creative Solutions
I was instrumental in significantly enhancing the Sur La Table brand's presence across various marketing channels, including web, social media, paid digital, and email platforms. My adept creation of impactful advertising campaigns had been a key contributor to the brand's substantial revenue growth, from $346 million in 2021 to $461 million in 2023.
My role involved a meticulous process of selecting and sourcing imaging content, blending brand strategy with visual design principles to ensure cohesive messaging across all marketing channels. Central to my approach was the development of content that resonated deeply with the target audience, leading to the production of functional digital assets that balance ease of navigation with visual allure, and adaptability in communication style.
Upholding the integrity of Sur La Table's branding, I was committed to delivering unique, persuasive, and engaging designs for every digital interface, including the company website, email communications, and both paid and organic social media channels.
Reporting directly to the Senior Art Director and E-commerce Director, I collaborated closely with a team of designers, copywriters, e-commerce professionals, and project managers. My responsibilities encompassed the creation of a wide range of both animated and static marketing materials, such as MP4s, animated GIFs, product landing pages, fly-downs, and banners, tailored for both mobile and desktop platforms. Additionally, I provided robust support to the e-commerce team by producing high-caliber content for targeted display ads and employing responsive design techniques to ensure optimal user engagement and interaction.
SLT Introducing the Ceramic Collection
SLT Introducing the Ceramic Collection
SLT Introducing the Ceramic Collection
Print Design
Handbills & Box-Stuffers
Capturing Attention, One Sheet at a Time
Handbills & Box-Stuffers
Capturing Attention, One Sheet at a Time
I embraced the opportunity to collaborate across various departments, a key aspect of my responsibilities. I utilized the handbill template furnished by the print team, focusing on creating designs that were both visually striking and engaging. This process entailed meticulously updating content and preparing print-ready files, ensuring each piece effectively communicated the intended message with visual appeal and clarity. My approach to design is characterized by a keen eye for detail and a commitment to delivering high-quality results that captivate and inform the audience.
Campaign Design
Seasonal Sales Campaigns
Crafting Impactful Designs for Every Season's Success
Seasonal Sales Campaigns
Crafting Impactful Designs for Every Season's Success
I developed a series of animations specifically designed for seasonal corporate sales, meticulously utilizing the unique quarterly colour palette and tailored messaging. Each animation was crafted to align with the company's branding guidelines and to effectively communicate the promotional themes of the season. By incorporating dynamic visuals and strategic messaging, these animations enhanced the overall impact of the sales campaigns, engaging the target audience and driving sales performance.
