Weston Table: Omni-Channel Brand Systems & Digital Strategy
Strategic creative lead for a luxury digital retailer. I developed scalable design systems including illustrations, luxury packaging, and modular email frameworks to unify brand presence and drive measurable growth.
Role
Senior Digital Marketing Designer
Type
Omni-Channel Creative & Brand Visuals
Timeline
2024 - 2025
Outcome:
Scaled luxury brand engagement through modular design & storytelling.
Core Expertise
Multi-Channel Strategy: Designing cohesive experiences across print, web, email, and social commerce.
Brand Systems: Developing scalable frameworks for luxury packaging and digital assets.
Visual Narrative: Leveraging custom illustration and art direction to drive brand affinity.
Production Management: Overseeing end-to-end execution from digital handoff to high-end print production.
Featured Work Components
Campaign Execution: Integrated seasonal launches across catalogs, social, and site.
Packaging Systems: Standardized luxury presentation and technical production specs.
Lifecycle Marketing: High-efficiency email systems designed for conversion and storytelling.
E-commerce Integration: Aligning visual merchandising with shoppable user pathways.
High-Level Impact
Growth: Significant lift in year-over-year revenue and engagement through creative optimization.
Efficiency: Streamlined production workflows through modular system design.
Consistency: Unified brand voice across diverse physical and digital touchpoints.
Seasonal Campaign Execution
Seasonal campaigns executed across print, social commerce, email, and on-site merchandising to drive discovery and conversion.
Seasonal catalog spreads driving awareness and product discovery.
Social commerce execution across Facebook Shops and Pinterest collections linking directly to site merchandising.
Promotional email campaign delivering the Fondue Entertaining collection to Weston Table customers.
Editorial-Led Conversion
Recipe for engagement driving discovery and conversion.
Retail Packaging + Presentation System
Led the development of a standardized retail packaging and presentation system for Weston Table’s luxury product assortment, defining cover hierarchy, type systems, material specifications, and production QA to ensure consistent brand expression across print runs, vendor outputs, and e-commerce surfaces.
I redesigned The Stylish Life: Golf and 100 Slopes of a Lifetime covers from initial concept through final production, working directly with the vendor to define printing specifications, color treatments, foil stamping, and leather materials. The goal was to create a refined, premium product aligned with Weston Table’s heritage aesthetic while elevating its presence in catalog and retail merchandising.
I created this holiday deer garland collection, designing eight original reindeer characters and translating them from sketches into production ornaments, product naming, and marketing assets for retail launch.
Lifecycle Messaging System
Modular email system supporting seasonal storytelling, promotions, recipes, and collections at scale.
Impact
Lift in CTR U.S. seasonal campaigns
Faster campaign builds during peak retail periods
Revenue lift from email-driven merchandising
System Principles
Clear, consistent messaging outperforms novelty in high-frequency retail
Operational rigor (QA + iteration) is required to sustain performance at scale
Small, repeatable system improvements compound into measurable efficiency gains
Press + Earned Media Activation
System Move
Built repeatable editorial-to-commerce pathways by mapping press features directly to shoppable landing pages, standardized linking rules, and cross-channel campaign alignment.
Illustrative Storytelling: From Sketch to Conversion
Custom visual assets designed to build brand affinity, evoke emotion, and drive engagement across digital and physical touchpoints.
I use hand-drawn illustration to re-humanize the digital experience. By moving beyond stock assets, I create a unique brand voice that builds an emotional connection. These aren't just decorative; they are strategic tools optimized for high-volume print production and responsive digital commerce
Multi-Channel Strategy: Designing cohesive experiences across print, web, email, and social commerce.
Illustrative Asset Systems: Developing hand-drawn iconography and custom sketches that turn products into relatable brand stories.
Brand Systems: Developing scalable frameworks for retail packaging and digital assets.
Production Excellence: Managing the full creative lifecycle, from initial hand-sketched concepts to technical, printer-ready artwork.
