Seasonal
Art direction, creative strategy, visual merchandising
The holiday season is a cornerstone for everyone in retail, and under my leadership at the Dwell Store, we creatively maximized it all year long.
Role: Creative director
I led our brand, creative, production, and user experience initiatives while working with over 300 international brands and 500 independent designers. As the overall experience and design lead, I worked closely with product and engineering to ensure we were delivering what was best for our customers and partners— all while creating a world-class commerce experience. As the lead on contextualized commerce,
I worked closely with the Dwell Magazine Editor-in-Chief, Photo Editor, and entire team to tastefully integrate the Dwell Store and maintain cross-platform consistency and standards as well as complement content and features.
For starters, we upped our advertising game every season.
And our email game…
From thoughtful emails with contextual elements to highly curated gift guides and special sales, we produced a variety of emails to reach our dedicated audience— all the while being sure not to oversaturate.
We created print and digital catalogs to bring our gift guides to life.
This also included working with editorial to produce a 26-page catalog insert into the Buyer's Sourcebook special interest publication.
Every August, we sent out custom-packaged press packets to over 100 magazine and blog editors to get our products on their radar.
Weekly blog posts were produced to promote gift guides and seasonal product selections.
