I helped redesign the Ettika brand identity to a more sophisticated bohemian concept from a much younger tone. On day one I worked with the previous designer to create a new logo and from there I immediately started working towards updating the visuals at each touch-point.
Graphic, Web, Packaging Design and Photography
HTML/CSS/JavaScript - Illustrator - InDesign - Photoshop - Shopify
I updated the color palette, logo and general art direction. The brand was in the middle of moving towards a more mature identity and I helped to finalize it. The idea was to be natural and earthy with a splash of vibrancy through accent colors and bold photography.
One of my initial tasks was to migrate the eCommerce site to the Shopify platform. Once inventory and current product photography was added, I updated the style with the new branding. I then added features, worked on SEO, and added product and pages as necessary.
Working with the marketing team I created designs for all types of social media for internal and external use.
With the sales, marketing and jewelry designers I designed and worked suppliers to create trade and store displays. The team used these during trade shows, for internal showroom demonstrations and as sales samples for potential clients.
As one of the primary marketing methods email designs was a significant factor at Ettika. I worked with the marketing, social and business teams to create emails in tandem with their current campaigns and efforts. These would often pair with other web pages, news, social media and sales outreach.
I designed print for mailers and cards in support of campaigns and for other marketing reasons. Examples include postcards, mailers and even custom written notes to influencers.
I created product and packaging specifications that were sent for manufacture. Dealing with material and dimension was a very interesting challenge, but strong foundations in production design translated well here. I started considering 3D printing working on these specs.
I needed to reference DMC colors used in thread color SKUs, but online resources were lacking; the best one I could find paginated the colors and had no easy search function requiring manual searching. So I created my own static website that simply had the DMC colors easily searchable. All while on my commute on the train in Los Angeles.
I edited and organized photography for use in campaign oriented marketing and other content and other platforms. I could then use them for catalogs, emails and more.
Being in the center of all the departments gave me glimpses into the importance of everyone and translated into how I approached my design work. Being that everything was equally important it was crucial to work in systems syncing with the ebb and flow of fashion and sales cycles while maintaining a steady output and improvement of graphic and UI elements. As a result my organizational skills were pushed to the next level and design theming, Liquid templates and SASS joined my arsenal - but more importantly I really started to think modularly.
