All Graphic Design
Throughout my time at Alannah Hill, creative direction changed hands several times. This meant a few things:
Our customer base was confused since all marketing, graphics and clothing styles were constantly changing.
Our most loyal customers felt betrayed by the company.
Customers were losing interest in following the company evolution, and the longevity of the brand was being questioned altogether.
While I had no say in the design of the clothing, I could steer the graphics in a way that made sense and also pleased my directors.
I formulated these goals for myself:
Guide customers through the brand’s evolution by using clear design styles for each season.
Make things that were easy to understand, rather than just easy on the eye.
Raise e-mail open/click-through rates, because during internal company complications, sales must stay consistent.