Every month I go on-set to art direct 10-20 images that will be featured on emails, on-site banners, brandshops, homepage tiles, etc. I work closely with project management to coordinate the monthly shoots and book photographers and stylists. Background colors and photography direction is influenced by the season and merchandise. I pull my styling inspiration from Pinterest, magazines, and social media to create a cohesive story for the images being shot that month.
Nanette Lepore shoes photographer: Brandon Leger stylist: Mai Tran
Kate Spade handbags (2 photographs) photographer: Henry Chen stylist: Sara Wacksman
Dooney & Bourke totes photographer: Kipp Wettstein stylist: Johnny Machado
Dooney & Bourke mini bags photographer & stylist: Henry Chen
I create upwards of 10 emails per week at macys.com. I'm a manager for our Digital Centercore business which includes women's handbags, shoes, lingerie, jewelry, and watches. Most people associate Macy's with sales but we actually do a lot of full-price emails. These emails are either focus on a 'world of' from on particular vendor or highlight all the great designer merchandise we have to offer. Each email is designed specifically to highlight the merchandise within each email, while still adhering to Macy's brand standards. The customer and products are always the focus of my designs and staying on-trend through my layouts is very important in my day-to-day work.
Art Direction | Static Pages
For both of these static pages, I concepted the design, was on-set to art direct all images, then designed the final static page.
The challenge in the Watch Trend Guide was that each brand had to live individually—due to vendor guidelines—yet remain together, to create an overall trend story. Once the concept was established, I then went on set to art direct each shot and collaborated with the photographer and stylist to ensure each image was shot correctly for our final layout. I had so much fun on set playing with the different angles of each watch and working with the stylist to produce dynamic and engaging angles for each watch set. Below the static page is two examples of supporting assets for the Watch Trend Guide. We create a variety of assets at different sizes to live on our site, emails and other web pages to allow drive the customer to this experience. Shown here are examples of an on-site browse banner and a header fly-out.
For the Essential Shoe Trend page, it was important to incorporate on-figure images from the print pieces into this experience to guide the customer on how to style the shoes. There is a lot of merchandise being featured on this page so it was important for me to plan my shoot accordingly so I would have a balance of product, on-figure shots and copy while still having a clean, engaging experience for our customers.
photography: Henry Chen stylist: Sarah Wacksman
For these program imports, there is no interaction like in a sitelet or static page so the layouts really have to be engaging for the customer.
While an intern at Condé Nast Media Group, I designed the department holiday corporate children's book and the CNMG holiday cards. I started by creating this snowflake in illustrator then created layouts for several holiday cards before picking the final one you see here. I then worked with printers to letterpress & foil-stamp the snowflake to make it pop.
Mucca | Agency Work
During my internship at Mucca Designs, I designed these book cover mock-ups for Italian publishers Rizzoli and BUR. Most of the book covers had no restrictions while others were part of a series and therefore had previous style constraints in which I had to adhere. I actually found the "Fate i bravi cover published in a bookstore while traveling in Italy, which was very exciting!
I love a good GIF! For fun, I used a few illustrations created by Rifle Paper Co. and animated them to come alive. These GIFs could be repurposed as emails, home pages, banners, social media posts etc.
I designed this wedding invitation suite for a friend getting married in France. It was important to capture the couples’ carefree and whimsical nature in these pieces. I mixed the use of hand drawn elements with digital components to create an ethereal yet refined look.
chateau illustration: Dale Smith flowers & banner illustration: Samantha Tancosh
Pureology | Packaging Production
The Pureology packaging renovation was implemented on all International and American packaging. Each label is consistent and scaled proportionately to look cohesive while next to any other product in the Pureology line.
L’Oréal | Print Collateral
During my time at L’Oréal, I worked for multiple brands including Redken, Pureology, L’Oréal Professionnel, Shu Uemura, and Kérastase. Most of my time spent there was working on print collateral which included brochures, look books, posters, coupons, display boxes, aisle violators, various packing projects, etc. I worked closely with copy, marketing, and the production team to finalize and release all print pieces.