ART DIRECTION | DESIGN | WEB DEVELOPMENT
Smartwool
This is a collection of various projects I’ve worked on during my time at Smartwool as the Digital Art Director. I worked among a collabortive team of designers and art directors where I was responsible for the design and development of all web assets that appeared on the brand’s ecommerce website, smartwool.com. In addition, I also worked on an array of digital initiatives such as email campaigns, social media campaigns, digital ads, digital look books, and more. I art directed photography shoots for digital assets and ecommerce-specific collections.
PhD
The PhD line was designed as an elite category of activity-specific Merino wool socks. I worked with the team of designers to adapt this vision into a landing page to launch the new line of products. The purpose of the page was education oriented and I designed the page to engage the user as they learn what makes the PhD line new and different from anything Smartwool has produced before. The page included an interactive gear laydown graphic that allowed the user to shop the activity-specific socks.
The Monthly Drop
The Monthly Drop was a limited-edition, limited inventory sock line that occured at the beginning of each month. I designed sock-specific designs to announce and launch the arrival of the monthly sock via website banners and social and email campaigns.
Slides + Zoom Backgrounds
I designed a series of slides to be used in decks and Zoom backgrounds as an adaptation of the seasonal look and feel for the Spring '22 season. I created various gradients inspired by colors used in the new product line as well as created patterns that incorporated branding elements. The final deliverables came together a cohesive set of assets appropriate for various internal and external uses.