I worked with my business & creative partner as the brand and design management team for Lip Service, a fashion retailer, from 2008 to 2013. Here are some examples of the work I did for them:
I handled two site re-designs for the e-commerce website. I created site flow wireframes and design comps which we reviewed with the site developer, marketing director and owner, making revisions as necessary. I worked with the head programmer and his team (an outside vendor) during the development and production process and coordinated communications between them and the marketing director and owner to ensure the project moved forward smoothly.
I handled day-to-day maintenance and troubleshooting for the site as well as designing and updating custom landing pages for each new season. We created landing pages for the homepage as well as for a variety of style genres and specific stylegroups, which we used as part of the email and social media promotion campaigns we developed and managed. I did regular reviews of the site to improve website usability and user experience to increase sales and customer satisfaction.
We developed the Lip Service webzine as part of our efforts to expand the brand. I designed and built the site and handled maintenance and troubleshooting while my partner ran the site, coordinating with writers, bloggers and artists to create and manage content. We coordinated our regular promotions via email and social media with content development for the webzine.
We put together 2-3 email newsletters every week for the retail division as well as the wholesale business. We created a wide variety of original designs for these weekly emails, using a base template for the basic layout (header, footer, products) and we created a custom visual theme for each email. Both brands had a wide range of collections and style groups, and we featured a different one every week, so each email needed a unique look, while maintaining the visual branding that customers would easily recognize. I managed the mailing list and monitored the analytics for the emails, communicating with the marketing and inventory teams to determine product selection and promotion strategies.
Promotional Graphics and Social Media
We developed and maintained the social media presence for Lip Service for several years. We created fresh promotional graphics for the webzine and social media on a regular basis, continually reinforcing the company’s branding and increasing customer awareness of new products. We kept the company’s profiles active by posting engaging content and links, updating fans with the latest news on new and upcoming styles, company-sponsored event announcements and coverage, press coverage and other relevant items. We also stayed engaged in conversations with fans and customers throughout the day, responding to comments and answering questions on the main networks as well as participating in company-related discussion forums. We worked with the company’s PR team to construct special promotions, as well as contests, applications, and discount codes.
Print advertising was also a regular part of our branding and advertising strategy, and we designed and produced magazine ads regularly.