CASSANDRA LEAR

Redesign of entire e-commerce site focusing on user journey ••• Redesign of navigation and flow with mobile first approach ••• Wireframes and mockups of all pages from scratch ••• Liaison and testing with developer ••• Launch campaign assets

Collation and organization of all original brand info into company-wide guidelines ••• Design of a deck for company use to ensure consistent creative delivery and standards ••• Liaison with internal stakeholders to ensure all creative needs have been met

Design and build of an LA clothing brand’s in-house photography studio ••• Initial concept with mood boards to show space, equipment, and ideal production output ••• Worked with a set stylist to create a clean, tonal set with depth and perspective ••• Budgeting and final approval of all studio build and props

Creative Direction and design of all assets for the launch of a new clothing line ••• Design of all concepts for packaging, printed inserts, and clothing tags as well as all digital assets including site design, social design, and email design ••• Concept for the look and feel of e-commerce and campaign imagery ••• Budget and process management

Jewellery shoots for various brands including Cartier, Gucci, Piaget and NET-A-PORTER ••• Shoot concept including styling ••• Bespoke shopping stories on various sites

Concept, creation, and production of a 4-day beauty-themed pop up event in LA ••• Concept deck for the sales team to use to pitch to brand partners • Creative control of look and feel of the event • Production of all design elements, including invites, signup page, wall decals, video projections, and images

Producing pitch decks for potential brand partnerships ••• Creative Direction and brand liaison ••• Production of a shoot and digital content ••• Development of an interactive page for each branded content partnership where stories and custom content are aggregated

Ideate and pitch monthly cover story features, using talent styled in the season’s most on-trend pieces ••• Bespoke shoot produced by our in-house creative team featuring a concept tailored to the talent ••• Sponsored items incorporated to create additional revenue opportunities ••• Visuals are 100% designed to drive organic shares

Art Direction of the launch marketing campaign for NET-A-PORTER’s new sports proposition ••• Final assets included landing and category pages, email, direct mail, out-of-home executions in New York City and Aspen, and print ads in The New York Times

Design and direction of the look and feel of ShopStyle’s New York Fashion Week event ••• Mood boards and creation of event assets including illustration, wall decals, and signage ••• Creative direction of the event, including the introduction of a catwalk-style brand showcase

Concept and Art Direction of shoot ••• Bespoke emails, onsite promotions, and a category landing page designed with shoot assets ••• Design of a direct mail booklet for high-value customers

Design of holiday sale assets for NET-A-PORTER ••• Production of sales-focused creative output for advertising and in-house digital assets ••• Maintained consistent typography style throughout campaign

Planning and strategy for homepage redesign ••• Ideation, design, and production of the hero image ••• Creative direction of messaging and copy

Rebranding of an existing yearly movie event activation ••• Creative Direction of theme and all elements of the physical event ••• Production of all assets, including signs, props, and promotion

Pre-launch proposal of ShopStyle’s loyalty program ••• Graphic design of signup and info pages, email assets, advertising and banners, and mobile site

Creative Advertorial pitch work to prospective brands ••• Art Direction and production of original shoot concepts ••• Design of pages in titles including ELLE, Marie Claire, and InStyle

Ideation and Art Direction of original shoot concepts ••• Design and layout of stories ••• Production of final print-ready files for monthly publishing deadline