Crate & Barrel
Role: Senior Designer
Year: 2020-2021
About
Freelance art direction and design work for a family of world-famous luxe furnishing and homegoods brands. Primarily focused on the paid social space for Crate&Kids, a leader in home design. Helped to tighten and refine visual direction across multiple channels, and created hundreds of best-in-class assets that increased market share and sales.
Pinterest has become a vital hub for both consumers and brands to engage with all things home and furnishing. As Crate&Kids looked to increase their spend and number of assets deployed on the platform, I lead the visual direction and asset creation of over 100 paid Pins.
Working with strategy, analytics, and merchandising, I crafted content that significantly pushed engagement, acquisition, and retention rates higher and lead to an increased market share.
Simultaneously, as we evolved our creative strategically, I refined the visual direction and helped to templatize and tighten the overall look to be visually distinct and immediate.
As with Pinterest, the Crate&Kids team was rapidly expanding spend and reach through Instagram paid media. I concepted and created over 50 sets of assets for deployment on the platform, and helped to expand the visual direction and strategic goals as we evolved on the platform.
As I helped to create content, I also worked to evolve the inclusion of motion in all assets and to expand the visual world of the brand.
