With nearly 4 years under my belt at Pai, I have been able to own multiple design projects from designing, building and rolling out hundreds of email templates to art directing photoshoots to giving the eCommerce website a whole new identity. Although my specialism is in digital, I confidently manage our small design department - inspiring, mentoring and motivating to deliver cohesive and creative visual design delivery across all brand communication channels.
Art Direction
Web Design
Brand Identity
Front End Dev
Email Design
Art Direction
In-line with the brand guidelines I developed for Pai, I utilise my natural creative flair and commercial understanding to design themes and style photoshoots for campaigns - from planning the shoot list to sourcing props to liaising with the photographers.
Creative Concepting
Creative concept ideation for marketing campaigns, product launches, visual merchandising & bespoke packaging projects. This involves research and development of ideas with sketches, mock ups and moodboards to present to key stakeholders. I often lead creative brainstorming sessions & enjoy looking into new techniques in design thinking & innovation.
Most recently, I concepted a Wild Posting campaign in NYC & the idea & execution of our 2018 Christmas Gift Sets.
Email Design
Design & build of all responsive HTML emails. It is important that our email communication is closely aligned with the website aesthetic; that is to say clean, unfussy, and easily understood. Due to the hybrid nature of my role in the early days, I also undertook testing on mobile, tablet, and all popular email clients as well as mapping out automated customer journey emails, working to improve click-through rates and generally help keep our company ahead of the curve on modern email marketing standards.
Web Design
Wireframing, responsive prototyping & design elements of all aspects of UK & International websites. When I first began my employment, the sites were built on an archaic system and lacked the visual finesse and consistency to do the Pai brand justice. After being instrumental in our full website overhaul in 2016, my ongoing goal is to bring the brand tone of voice to life, ensuring the clean but playful output is as refreshing and organic as the products themselves.
Redesign of product pages
One of the biggest challenges for Pai's online presence is that the appeal of skin care is heavily reliant on texture and scent. For the design of the product pages we developed a clean mobile first layout with easily accessible key selling messages above the fold and a fresh, overhead, editorial style of photography on a soft grey background to offset predominantly white packaging.
Manufacturing parallax scroll
Pai are intensely proud of the fact that all of their products are made, packaged and shipped from HQ in West London. Back in 2016, we wanted to find a way to showcase that which led to me conceptualising, designing & working with an external developer to build our manufacturing page. Although it looks a little dated now, I'm pleased with the outcome in terms of the level of detail and how effectively I could visually communicate Pai's process.
Campaign landing pages
From low-fidelity mock ups, wireframes and prototyping, right through to rolling out on our 6 international sites, I have managed the process of designing Pai's beautiful campaign landing pages. These are intended to be clean and functional, showcasing the best of our lovingly crafted campaign imagery whilst being easy to navigate and serving a clear cut purpose - whether it be to educate, convert or both.