The Challenge
Jack Erwin was sold to a new owner, resulting in a complete change of team. The challenge of this project was to preserve the identity established over the years, maintaining the brand's image and communication during the transition. This brand has always been distinguished by its design, not only in its shoes but also in its communication. It features a minimalist and modern aesthetic with retro touches, such as the use of analog photography and hand-drawn art.
The Solution
We created a design system based on the brand manual, ensuring that we adhered to style guidelines and generated templates for all communication channels. This ensured a clean and organized management of the branding and helped maximize content creation for the web, digital ads, email marketing, and other materials.
My Contributions
Brand Identity: The challenge was to preserve the brand's spirit, look, and feel, and its unique artistic vibe. I meticulously ensured that every piece of content reflected the brand's timeless elegance and modern sophistication.
Design System: Established a design system to maintain uniformity across all brand communications and scale production efficiently.
Website: Designed attractive landing pages and banners to highlight our durable and stylish shoe collections, making online shopping smooth and enjoyable.
Marketing Materials: Created compelling graphics for digital marketing campaigns, social media, and promotional materials that resonated with our audience and drove sales.
Shopify + Klaviyo + Google & Meta Ads
As a brand designer for Jack Erwin, I embraced the versatile role of crafting promotional banners, enhancing the Shopify theme to align with the brand's design system, and developing engaging content for various marketing channels, including email campaigns, paid ads, and social media.
To meet sales targets through our promotional strategy, I efficiently managed multiple design deadlines. Each week, the brand launched new promotions, introduced fresh landing pages, and sent out email campaigns via Klaviyo with A/B tests. I created multiple paid ad campaigns using a mix of stills, GIFs, and videos for both lead generation and remarketing. Utilizing a design system allowed me to streamline the design process and scale production efficiently. By employing standardized components and templates, I ensured consistency across all visual elements, saving time while maintaining a cohesive brand identity. This approach significantly boosted productivity, enabling me to meet tight deadlines without compromising quality.
