Anthropologie

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Previously : Senior Digital Content Designer

I have been working on countless projects for Anthropologie, focusing on beauty and women's fashion including apparel, shoes and accessories. My role with these projects include wireframing, developing a visual style guide (textures, fonts, colors), concepting layout, user experience, pulling swipe, and executing final design.

 

Digital Beauty Experience for anthropologie

The Process

While at Anthro, I have led all beauty initiatives - concepting, art directing and executing digital campaigns.

The process begins with a conversation with beauty leads on the needs of the business, then working closely with the ECD the creative problem solving starts to take shape. The campaigns are either brand focused (Albeit, Darphin) or instructional (How to Use Oils, Mask Bar). They utilize UI shopping features such as product trays, marrying content and commerce seamlessly that result in higher conversions and increased sales.

After the strategy is cemented, I begin to develop a creative identity and determine if additional asks are needed; i.e. illustrations, animation, video, etc.. I will then pull swipe and develop a shot list that will be passed to illustrator or art director.

For Darphin (see above), I sought out Brazilian illustrator, Willian Santiago, to illustrate ingredients in their signature essential oils. This gave the campaign a unique presence and worked well across all channels, such as social.

 
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Content + Ecommerce

One of my success at Anthro has been exploring the way commerce and content can live on a page. It's important that the experience is not just beautiful, but functional as a shopping tool. Below is an example of an instructional page that highlights the benefits of using oils. It breaks the page into different buckets, all which drive to their own category such as hair mask or cleansers.

Below the content, is a shopping tray that enables the customer to read a short bio about the product and quick add it to their cart. This addition resulted in one less click thru and increased sales due to simplfying the UI experience through design.

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More Beauty Examples

Rue La La

Rue La La is a destination for top brands at at Members-only prices. The e-commerce, flash sale site daily curates Boutiques filled with the best of the best in women's and men's fashion, home, travel, kids, and more.

I led a team responsible for designing enticing and innovative fashion marketing collateral such as brand spotlight pages that supported both fashion, beauty, shoes and accessories. 

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RUE'S FALL CAPSULE CLOSET

This project was one where I saw it through from concept to execution, art directing, location scouting and designing. 

Nebo

Nebo opened in June of 2005 in chef/owners Carla and Christine Pallotta’s childhood neighborhood of Boston’s North End. The sisters were inspired by their mother and grandmother’s classic Italian recipes; everything about their restaurant has strong ties to family.

Early in 2013, the Pallotta sisters decided to make the move from Boston’s Italian hub in the North End to the Waterfront. In order to do so, almost everything about the restaurant’s previous identify needed to change.

Their new restaurant on Atlantic Ave features industrial decor with original structural beams, brick vaulted ceilings, Venetian plaster walls and marble counter tops, as well as an outdoor patio. Their personal family photos are the centerpiece of their new brand identity capturing the true essence of dining in an Italian home.

my involvement with the project included : re-branding, logo design, menus, coasters, matchbook, business cards, postcards, stickers and website