In 2022, I spearheaded the brand refresh for Cobb Hill footwear, creating a brand identity that would strongly connect with its target audience. As the creative lead, I took charge of the entire process, from setting milestones to providing art direction and graphic design. The project involved a series of crucial steps, the discovery and alignment of core brand principles, establishing a brand mood board, defining the brand promise, creating a product personality, developing a visual identity, and directing lifestyle and product photography for the launch campaign. Through the collective efforts of the marketing team, we successfully established a new brand identity that resonated with our target audience. As a result, we produced mid and low-funnel digital content that drove an increase in sales and impressions for multiple seasons. The new creative was visually appealing and effectively communicated the new brand message. Please see below for examples of the content produced as a result of this project.
Home Page Option A
Home Page Option B
EMAIL
SOCIAL
Instagram story creative A/B tests. Singular product story speaking towards feature and benefits vs. multiple product story speaking towards the range of styles.
Instagram Story Test – Single Product
Instagram Story Test – Multiple Products
The digital work for Rockport covered a wide range of B2C and B2B needs. My scope of work included studio photography, homepage designs, banners, digital ads, emails, and social media (paid and organic). All of these selling channels were driven by key retail moments or new product launches. Below are some examples of my work.
HOMEPAGES
Homepage – Blush Ballet Launch
Homepage – Memorial Day Theme
Homepage – Valentines Day Theme
Homepage – Columbus Day Promo
Homepage – Fall Seasonal Launch
Homepage – September Launch
BANNERS
EMAILS
SOCIAL
These are examples of social assets I conceptualized and art directed for Rockport's premier shoe technology, Total Motion. All of the content shown was created for multiple channels, including in-store, homepage, e-tail, and sell-in. The 3D animations, TikTok videos, and stop-motion gifs all required support from independent contractors. My process began with inspirational mood boards, which then progressed to the storyboard and contractor review phase to gain stakeholder approval. Once approved, the production process commenced with the selected contractors. I oversaw all phases of production (pre, production, and post). The stop-motion gifs were retouched and animated by myself. All of these assets drove significant increases in impressions and delivered a positive ROI for the brand.
Total Motion Technology Animation
Total Motion – Wear it two ways video
Total Motion – Wear it two ways video
Total Motion Instagram Tech Series
Total Motion Instagram Tech Series
Total Motion Instagram Tech Series
Total Motion Instagram Tech Series
Total Motion Instagram Tech Series
Total Motion Instagram Tech Series
Total Motion Instagram Tech Series
Total Motion Instagram Tech Series
Total Motion – Instagram Story
Homepage and episode guide for Harvard University's, Justice with Michael Sandel. The university's first free on-line course which housed the video recordings of the revered instructor's classes.
