The Challenge
When the client reached me out, their only brand asset was a logo. Their website was completely generic, lacking a defined guidelines and identity. So did all the marketing channels, such as emailing, paid ads and organic socials. It was just a logo, with inconsistent colors, fonts and elements.
The Solution
We developed a comprehensive brand style guide, outlining the brand colors, typography, and usage guidelines. By building a detailed Buyer Persona, we gained a deep understanding of our target consumer, allowing us to create a brand identity that truly reflected the brand’s core values and ideals. Plus, we developed a design system to streamline the content creation, making production faster and efficient.
My Contributions
Brand Identity: Developed a consistent brand identity that captured the essence of Italian craftsmanship and luxury.
Design System: Created a design system to ensure consistency across all brand communications and scale the production.
Website: Designed engaging landing pages and banners showcase our exquisite shoe collections, making online shopping a seamless experience.
Marketing Materials: Created compelling graphics for digital marketing campaigns, social media, and promotional materials that resonated with our audience and drove sales.
Product Packaging: Designs that reflected the quality and sophistication of our handcrafted shoes.
AM brand identity centers on sophisticated elegance with deliberate design choices:
The primary colors—Pale Cream, Graphite, and White—create a luxurious and timeless look. Pale Cream serves as a neutral backdrop, Graphite adds depth, and White offers clarity. Deep Crimson is used strategically for discounts to draw attention without losing elegance.
For typography, Candlefish is the primary font, offering a distinctive and sophisticated appearance. However, because Candlefish can be challenging to implement natively on some web platforms like Shopify and Klaviyo, we use Cardo on these platforms to maintain consistency and elegance. For body text, Raleway and Lato provide a modern, versatile appeal, combining clean lines with excellent readability.
These design decisions ensure a cohesive, high-end visual identity that aligns with the brand's values and appeals to its discerning clientele.
Shopify + Klaviyo + Google & Meta Ads
As a brand designer for AM, I took on the dynamic task of designing promotional banners, optimizing the Shopify theme to align with the brand's design system, and creating engaging content for various marketing channels, including email campaigns, paid ads, and social media.
Given AM' promotional strategy to meet sales targets, I efficiently managed multiple design deadlines. Every week the brand creates different promotions, launch new landing pages, sends email campaigns using Klaviyo (with A/B tests), automated email flows (welcome emails, view product, abandoned cart…) and paid ad campaigns with several ads (including stills, gifs and videos) focused on lead generation and re-marketing. Working with a design system allowed me to streamline the design process and scale production efficiently. By using standardized components and templates, I ensured consistency across all visual elements, which not only saved time but also maintained a cohesive brand identity. This approach significantly enhanced productivity, enabling me to meet tight deadlines without compromising on quality.
