Planning to Executing
At AjMadison I’m responsible for the home page, emails, advertising and signage. My role is broader than a traditional designer. Working with the merchandising team I plan strategy, content and write copy for campaigns. I build the emails and manage their deployment in Listrak, a third-party email platform. I also designed the automated email series.
CASE STUDY: Cleaning Up the Brand
Before I arrived, AjMadison didn’t have graphic standards leading to a confusing brand message. I implemented guidelines for clearer communication and a home page that is easier to navigate. For designing, I encouraged our team to switch from Photoshop to Figma, making styles more consistent and collaboration easier. Sales increased 300% over a two year period and this year 40% of home page viewers made a purchase. I can’t take credit for all of this growth but, a cleaner design supported our whole team’s efforts.
Before:
Typography with legibility and message hierarchy problems No grid for layout. Not visually integrated with the rest of the site.
After:
Less font sizes and consistent styles for clarity, legibility and easier navigation. Creating a more upscale look.
House Favorites
Home page, social post and email for the House Favorites cooking appliance campaign.
Wine Event
Social posts, email and banners for a wine tasting event.
Father’s Day
Email and social post for the Father’s Day gift guide.
