Alannah Hill




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.