Role: Visual Designer
Teammates: Janice Kim (Design Lead), Jessica Weiller (UX Designer)
Marketing assets
KiwiCo
As a Visual Designer on the Digital Design team, I owned the creation of compelling visuals for various marketing across the website, social, display ads, and direct mail.
Website banners
Every couple of weeks I designed brand new hero banners for the KiwiCo Store with a goal to add freshness, introduce new arrivals, and help generate sales.
Process
My process of designing web banners is highly iterative. Initially, I collaborated with the Merchandising Manager on coming up with a fresh concept that we have compelling photography for. Next, I’d receive copy from a copywriter. Then I’d come up with 2-3 rough mocks that explore different layouts, photo options, copy lockups, etc.
One of my challenges was adapting designs for mobile and desktop layouts while maintaining all the same elements and communicating the same message.
Over time I came up with a set of templates that work great across devices, which allowed me to design the banners much faster.
Social media
I helped the Social Media team design engaging posts and stories for KiwiCo’s Instagram account seen by 715K+ followers.
IG post - Educational
IG post - New product launch
IG post - Gift guide
IG Story - Educational
IG Story - Educational + Product feature
IG Story - Product feature
Direct Mail
Besides digital touchpoints, I also created print collateral in the form of inserts, postcards, and full-page ads.
Process
As with other projects, I created multiple options that explored different photography and layouts, after which I’d align with the team and continue iterating until the design is finalized.
A big part of the process was packaging files for print, which involved hours of scrupulous work and communication with the printer.