Alex + Ani
Brand Identity, Art Direction, Digital Design, Print Design — 2022 to present
On a small, fast-paced creative team navigating frequent change, I have acted as Designer or Art Director, and even Photographer, depending on brand needs. Mainly responsible for designing assets that elevate and speak to the brand voice across all channels: Emails, Website, Organic & Paid Social Media, In-store, Printed Collateral, etc.
Additionally, I've concepted and produced style guides & digital templates for the creative team. I've also worked in tandem with external agencies to collaborate on campaigns, as well as licensing partnerships for artwork approval.
Cover Image Photography: Anton Lombardi
I have thoroughly enjoyed my opportunities to help lead the charge in supporting the brand's higher creative initiatives as we've navigated an extensive re-brand process. Working closely with our Creative Director, I was able to conduct a Font Exercise and Competitive Audit in order to establish a new typographic system for our evolving brand aesthetic.
The new direction feels more editorial & elevated, without sacrificing the ornate touches that speak to our authentically free spirited history.
Collaborating closely with the Director of Omni Channel Marketing, Jenn Catanzaro, as well as other members of the brand & marketing teams, to successfully revamp the existing "churn + burn" points-based loyalty program (fko "Charm Crew Rewards") to a tiered, spend-based program in partnership with Yotpo.
It increased customer participation rate +205% within the first month of launch with new features such as tier benefits, sign-up rewards, and exclusive product eligibility.
Apart from refining the program's identity, I designed the initial set of automatically triggered loyalty emails, helped to visually enhance the rewards page on the site, and designed the program launch's creative marketing assets for all channels.
I created a couple of concepts for how this collection could be shot and marketed. My ideas drew inspiration from print advertisements and iconic elements of the 90s, connecting the new product to a nostalgic era that popularly resonates with consumers.
I designed the creative marketing assets for both the teasers and product launch across all channels.
Creative Direction: Andrea Vaughn
Studio Photography: Jon Doucette
Stylist: Maurisa Mackey
Copywriting: Sarah Segura
Studio Photography: Jon Doucette
Stylist: Maurisa Mackey
Copywriting: Sarah Segura
