LOBLAW DIGITAL, JOEFRESH.COM—

Modern fashion for the whole family

ROLE
Designer

Deliverables
Marketing Campaigns
Promotional Creative
Photography Art Direction (non-model)

The e-commerce experience of Joe Fresh, housed under the Loblaw Digital family of brands, offers consumers an easy way to purchase fashionable clothing staples for the whole family at an affordable price. The creative on the website is refreshed frequently and includes branded campaign collections and weekly promotion material.

Marketing and Promotional Campaigns

One of the most memorable projects was a cross-team collaboration to create a branded, cohesive holiday gift guide experience that included model and flat-lay clothing photography. The gift guide provided a seamless, consistent shopping experience across all categories, inviting and welcoming to all visitors. My contributions included defining the user experience workflow of the overall campaign, designing and building each category page and conceptualizing various gift guide wordmark identities.

Holiday Gift Guide

Promotional creative on the website rotated weekly, allowing for great flexibility in building campaign elements using typography, model photography and non-model product photography. As part of the design team, I was responsible for crafting weekly campaigns and contributing to more extensive commerce experiences.

Sophia Bush, Curated Collection

Photography Art Direction (non-model)

TEaM
Marketing Production Manager: Melissa Da Silva
Senior Designer: Jacqueline Lane
Designers: Amy Carrillo, Jenny Diep, Meg Lynch
Copywriting: Caitlin Bernard
Production Specialist: Liz Watkins

Additional Projects