Role: Senior Marketing Designer | Project: Spring Collection Launch | Focus: Campaign Creative & Marketing Execution
PROJECT SNAPSHOT
Moonlit Garden was Elevé's spring collection launch. The goal was to introduce new products and seasonal prints through a coordinated campaign that carried consistently from the first announcement to the shopping experience.
Once the collection direction and photography were approved, the campaign was rolled out across ecommerce, email, SMS, and social.
My Role
I owned the creative execution of the campaign after the initial collection direction was established. My responsibilities included selecting imagery, designing the interactive lookbook, producing email and SMS campaigns, updating the Shopify storefront, adapting assets for social, and preparing creative for launch across every customer touchpoint.
Throughout the project, I made decisions about image selection, product hierarchy, campaign pacing, and how each channel worked together so customers encountered a consistent experience from discovery through purchase.
CREATING THE CAMPAIGN
STARTING ASSETS
The project began with more than 700 approved photographs, featured products, seasonal prints, and coordinated color palettes. Before designing individual deliverables, I reviewed the photography library, selected imagery for each marketing channel, and organized the campaign structure.
LOOKBOOK
The interactive lookbook established the visual foundation for the campaign, defining the imagery, product hierarchy, and page sequence used throughout the launch. I selected the photography, organized the collection flow, and balanced hero styles with supporting pieces so the collection felt complete without overwhelming customers.
After presenting the initial concept, I collaborated with the owner through several rounds of revisions before publishing the final 26-page interactive lookbook. The approved structure became the reference point for the website, email campaigns, social content, and other customer facing marketing assets.
CAMPAIGN ROLLOUT
EMAIL
Instead of relying on a single launch announcement, the campaign unfolded across ten emails that introduced the collection in stages. Each message highlighted a different story, featured product, or styling opportunity while reinforcing the overall collection.
I designed every campaign, wrote the subject lines and preview text, built and tested the emails in REDO, scheduled deployment, and coordinated the rollout alongside the website and supporting marketing assets.
ECOMMERCE EXPERIENCE
The Shopify storefront translated the campaign into the shopping experience. I refreshed homepage merchandising, promotional banners, featured collections, and supporting content so customers encountered a consistent experience from email through purchase.
SOCIAL CONTENT
Using approved campaign photography and existing creative assets, I reformatted content for each social platform, created supporting graphics for video production, produced the collection launch video, and adapted campaign creative into Instagram Stories while maintaining a consistent visual identity.
Launch Teaser
INSTAGRAM STORY
Campaign Outcomes
Created a campaign system used across email, ecommerce, social, and retail so customers experienced one consistent launch from discovery through purchase.
