role: catalog design

I began my journey at April Cornell in 2019 as a design assistant, where I managed and approved samples and coordinated photoshoots. When I transitioned into a design role, I took over the catalog project from the senior graphic designer. This change was highly successful because, in addition to being a graphic designer, I had an in-depth understanding of the products, which allowed me to work effectively with both digital and print formats. 

Ultimately, in addition to providing design direction and managing the catalog project, I also contributed to the art and styling direction for linens photoshoots, made image selections, and collaborated with the in-house photographer on color corrections, proofing, and printing.

role: email marketing

As the principal designer and marketer, I managed the planning, design, deployment, and performance analysis of the brand’s email marketing across four accounts. From content calendar creation to the production of 30+ unique emails per month to project managing the design, ops, and data teams to ensure all product launches and sales went smoothly, I was responsible for the entire email life cycle.

Utilizing Klaviyo and Google Analytics, I deployed over a million emails per week and established weekly performance trends through KPIs to determine the deployment strategy. In 2022, I co-led the graphics and marketing team through an ESP transition from Bronto to Klaviyo, which resulted in ~1.6m in sales within the first 30 days across both countries. My design process created quality content at a high volume, resulting in astounding YoY KPIs: +21.9% conversion, +9% AOV, and over +14% retention from 2020 to 2022. 

role: web design

I created landing pages, campaigns, and site takeovers for retail and wholesale sites in the US and Canada. To ensure consistency across products and seasons, I created templates for various banner sizes using brand, color, and paragraph styling. I utilized key assets such as illustrations and floral elements to create a collection of banners that represented synchronicity. By coordinating the featured products in emails and on the homepage, I increased engagement and conversion metrics, resulting in substantial revenue gains YoY.

role:  advertising + promotional materials

Each wholesale season, I created promotional materials such as bouncebacks, advertisements, and banners for the wholesale team at tradeshows. After designing the wholesale catalog, I collaborated with the team to develop in-mail bouncebacks and signs for our booth, using a list of featured products. 

These materials were shipped across the U.S. and Canada, and ads were placed in print and digital magazines. Creating these materials was fulfilling, and receiving feedback from the team and buyers was gratifying. Ultimately, they served as key tools for promoting April Cornell products to buyers at tradeshows and through direct mail.

role: packaging design

During my time at April Cornell, I created numerous labels, stickers, packaging, and tags of all sizes for both in-line and licensed products. 

Select works below.