J.ing
A sophisticated, modern, feminine, and ready-to-wear women apparel company
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Create an overacting brand identity and collaterals like website design, email design, postcard, packaging, instagram posts, launch invitation design, etc.
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Creative Lead - I directed the entire visual department, overseeing the UX architecture of the e-commerce platform alongside the visual direction for all commercial photography. I unified these disciplines to ensure complete brand coherence across a high-volume global retail catalog, bridging the gap between digital product and brand storytelling.
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Stakeholders: CEO, Marketing team, and Development team
Associate: Merchandising team and my team, including copy writer, secondary designer, videographer, second photographer, retoucher.
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2 years and 4 month
Branding Design
As the former creative director of a fashion start-up, one of my primary responsibilities was to develop a versatile design style guide that could be easily scaled for the brand's growth. This comprehensive brand style guide encompassed a newly crafted logo, alternative holiday-themed versions of the logo, a captivating brand story and voice, a selection of brand colors and fonts, and a carefully curated product image and editorial photo style guide. Additionally, we also created other print collaterals that aligned with the brand's overall aesthetic.
Our logo was an intricate illustration, featuring elegant lines and curves that captured the essence of modern women's fashion. By incorporating this logo alongside our chosen brand font and color palette, we aimed to elicit a sense of sophistication and style that resonated with our audience.
Site Design
As a fashion company, our team collectively believed that our site should be photo-driven to showcase our products and brand. High-quality images were an essential aspect of our design, allowing us to highlight the intricate details and unique features of our fashion pieces. Through A/B and usability testing, we optimized the placement and sizing of images to create an immersive and engaging user experience. By utilizing a photo-driven design, we effectively communicated our brand's visual identity and created a strong emotional connection with our audience. Overall, we aimed to create a visually stunning website that captivated visitors and showcased our fashion expertise.
Campaigns
In 2019, we had the pleasure of working on a truly exciting project with the talented Michelle Randolph. Together, we embarked on the journey of launching her very own capsule collection. It was a project that was close to our hearts, as we believed in Michelle's vision and her ability to create something truly unique and special. Our team created stunning product images, tailored social media graphics, captivating email designs, eye-catching postcards and banners, and a dedicated landing page for Michelle Randolph's capsule collection launch. We ensured that every aspect of the launch was executed to perfection, generating excitement and directing people to the landing page, which served as the ultimate destination for anyone interested in the collection.
Promotional Programs
Designing effective marketing promotional programs can be a key factor in driving customer engagement and loyalty. As the creative director, I worked closely with the marketing team to create programs that encourage customers to keep coming back. Two examples of such programs are "J.ING insider" and "Try and Tell." These programs showcase how creativity and well-designed promotions can result in loyal customers.
“J.ING insider”, for instance, provides exclusive perks to its members such as early access to sales, free shipping, and birthday gifts. The program can be visually designed with sleek and modern graphics to showcase the benefits of being an insider member. Meanwhile, “Try and Tell” incentivizes customers to write reviews about their purchases in exchange for discounts. The program's design can include eye-catching icons and visual cues that guide customers towards the review section. The key to designing such programs lies in understanding the target audience, their interests, and behavior patterns. A well-executed program can not only help build brand loyalty but also provide valuable insights into customer preferences and feedback.
