As digital marketing manager at Hold It Contemporary Home, I was responsible for creating content for both our website and social media platforms. I helped to refocus and solidify Hold It’s brand identity, bringing all social media platforms up to date with current content, including Facebook, Pinterest, Instagram, Twitter, Houzz, and LuxeSource as well as the company’s Google and Yelp Business Pages. In addition, I coordinated with outside media sources, such as Luxe Magazine and San Diego Home and Garden, to create advertisements for both print and web. Using Campaign Manager and Zift, I managed the output of weekly email campaigns, and promotional e-blasts. I provided weekly analytics reports using both Google Analytics and Inspectlet.
In addition to my role in marketing and social media, my primary job during my tenure at Hold It Home was to work with Made By Grizzly, in the development of a completely new company website. Over the course of about 6-8 months, my boss and I worked with Grizzly to establish a coherent and cutting edge brand identity, that translated flawlessly between the company website, social media platforms, and print publications. The goal of the website was to provide more of an inspiration board and an introduction to the brands that Hold It Home represents, than an e-commerce experience. The website is heavily driven by images, and populating the enormous amount of content within the site was an enormous task. Using WordPress as our CMS, I became an expert working my way through all of its quirks.
I found that my experience in research and writing came in handy, as I was responsible for writing copy for several parts of both the website and blog. Our goal was to create a conversational, yet sophisticated tone throughout our digital and print media. In addition, my skills as a graphic designer came in handy, in designing social media graphics and in maintaining portions of the website, such as the scrolling carousel of design consultants (Every time a new D.C. was hired, an image had to be cropped and added into the frame). For each new design consultant, I directed the in-store photo shoot alongside our photographer, making sure to keep a consistent look and brand identity.
Social Media Graphics & Images
Project: The first poster was inspired by a lyric from the song “Every Other Freckle” by Alt-J. I love the band’s aesthetic and wanted to continue using their main motif – the Delta, or triangle. My goal was to keep the poster very minimal, with calming yet bold colors. This poster has already had a lot of success on Etsy, quickly becoming my top seller.
The second poster was inspired by the music video, Tesselate. Again, I wanted to utilize a lot of their main themes and motifs – classic art and architecture, the natural world vs. society, balance, geometry. This poster features tour dates and cities from their most recent American tour.
Project: Create a series of postcards for the San Diego Museum of Art to publicize an upcoming traveling exhibition. Gauguin to Warhol: 20th Century Icons from the Albright-Knox Museum was one of the biggest shows to come to the San Diego area for the year, featuring some of the most recognizable names in Art History and Pop Culture.
The idea was to announce the arrival of the show by combining an image of the museum’s facade with the distinctive style of each iconic artist. This would challenge the viewer to guess each artist based on their signature style, and reinforce the image of the museum as an iconic institution. Each postcard features a detail from an iconic piece of art, integrated into an original illustration. In addition to their function as promotional materials for the show, these one of a kind post-cards are meant to serve as souvenirs and keepsakes.
Project: Design the brand identity for a leather working collective. Dawn Collective is a company that emphasizes craftsmanship and individuality. The goal was to maintain an elegant, high fashion feel, with a bohemian edge. Texture and warmth are important aspects of the product, and these elements needed to be represented in the brand elements as well.
Project: Expand upon Baked & Wired’s existing brand identity. Washington, DC is the unofficial cupcake capital of the world and Baked & Wired is the local favorite. It has a casual vibe, with chalkboard walls covered in scribbled quotes and art by local artists, a lounge seating area, and a bright pink bike parked out front. The “cake cups” feature unique names like, “Unporked Elvis” and “Chocolate Cupcake of Doom”. The goal was to capture the unique energy of the brand, emphasizing the personal, hand crafted aspect of the food and the cafe.
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