Projects
About
Contact✦ 1: Trinket Tote
2025 Branding and Campaign Development
This project entailed creating an end-to-end marketing campaign for a small business’s signature bag collection.
My role as the lead designer involved a full spectrum of deliverables:
Brand Identity: Partnering with the client
to design the logo, physical bag tags, and all visual assets.
Digital Presence: Creating the core website graphics and assets.
Art Direction & Production: Remotely art directing the product photo-shoot and handling the editing of all campaign imagery for cohesive use across social media and web platforms.
✦ 2: Logo
Finalized Logo
✦ 3: Website Elements
Details
I designed this parallax-scrolling website banner to serve as a dynamic, eye-catching centrepiece during the bag collection’s pre-sale campaign. Its large format and layered motion were created to capture attention and anchor the promotional message on the business’s homepage.
✦ 4: Product Photos
Details
Final product photography highlighting specific features and unique details. These detailed shots were utilized across social media promotions and the online storefront to visually communicate quality and design.
✦ 5: Initial Product Launch Posts
Details
This Instagram-first launch series introduces the bag collection with bright, eye-catching graphics that clearly highlight key features and benefits. Each post is designed to capture attention and drive action by prominently featuring pre-order dates.
✦ 6: Campaign Posts: Shop Launch & Stretch Goals
Details
These posts announced the shop opening with launch discounts, visualized the fulfillment timeline for customer clarity, and introduced stretch goals with bonus rewards to drive initial orders and excitement.
✦ 7: Zipper Reveal Campaign Graphics
Details
These graphics were designed for an interactive social media campaign with the core mechanic of “unlocking” bonus rewards as total bag sales reached specific milestones. The zipper-themed visuals were revealed incrementally over time on Instagram, creating sustained audience anticipation and encouraging followers to regularly check in to track the community’s progress toward each new goal.
✦ 8: Bag Tags & Packaging
Details
The project required a set of two complementary bag tags. The first tag is a decorative piece featuring a die-cut version of the brand’s logo in a variety of colours. The second, larger tag functions as a practical care guide and brand touch point, combining clear washing instructions, styling tips, and a personalized thank-you note from the business owner, complete with social media links to foster community connection.
✦ 9: Process- Logo and Branding
The project’s branding was built from the ground up, beginning with a definition of our two core target audiences. This strategic focus directly informed the selection of a cohesive colour palette and typography suite, establishing the precise visual identity and brand mood for all subsequent design decisions.
Target Audience
Eco-Conscious Urbanite
(25–40 | $50–120K)
Values ethical, durable goods. Shops sustainably, researches materials, and pays more for quality.
Message: Highlight eco materials, versatility, and “buy less, buy better.”
Reach: Instagram, ethical fashion influencers, sustainable marketplaces
Fashion-Forward Trendsetter
(20–35 | $40–80K)
Trend-driven, seeks unique, limited-edition styles. Values aesthetics, versatility, and subtle exclusivity.
Message: Sleek details, limited drops, “elevate your essentials.”
Reach: Instagram, Pinterest, fashion influencers, ASOS Marketplace.
✦ 10: Process- Typography and Colour Palette
The selected colour palette serves a dual purpose; to harmonize with the physical product’s design and to reflect the bold, modern aesthetic of our target audience.
For typography, we prioritized fonts that balance high legibility with distinctive, bold character to ensure they perform effectively across both advertising headlines and informational body copy.
✦ 11: Process- Mood Boards
These client-led mood boards were created to bridge the vision gap after the first round of logos. By providing concrete visual examples, they effectively communicated the core aesthetic goals for all subsequent deliverables, including the refined logo, social media templates and photo art direction.
✦ 12: Process- Finalizing the Logo
In the final design phase, the client gravitated toward the organic quality of the initial hand-drawn sketches. I refined their two favourite concepts through a focused, iterative process, evolving the selected sketch into the polished, final logo.
