A bold digital impact
for a historic brand.

As Design Lead for the ecommerce brand team, I’ve been a principal driver of innovation for the marketing layer of crateandbarrel.com. We’re trying to create a customer experience that’s inspiring, engaging, beautiful, modern, shoppable and highly-usable.

Reporting to the Digital Creative Director, I represent the digital channels in collaborating across disciplines on  top-tier company campaigns, installations and promotions.

I manage the five visual designers, art-directors and production designers responsible for the inspiration layer of the website and the iOS app.

Holiday Gift Guides 2017

The creative brief was to make an inspiring shopping experience featuring a group of curated landing pages, each with a specific theme.

We used beautiful photography from the catalog team in conjunction with video and cinemagraphs planned specifically for this page. 

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Artisan Mugs

The creative brief was to market these artisan-crafted ceramic mugs from Portugal...in May.

We landed on a creative strategy centered around charm and personality, using a group of real Crate and Barrel associates to share something about their favorite mug. The result was fresh, stylish and an engaging experience featuring looping video and beautiful imagery that drove strong sales of this collection.

  • Creative direction
  • Art Direction
  • Landing page design

  • Drove $47k in revenue in 2 months, exceeding expectations
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Urban Farmer

Crate and Barrel partnered with Wüsthof to design a new product line called “Urban Farmer”, meant for the garden-to-table set.

We worked with our ad agency to create a video during the outdoor shoot in California for the landing page. This allowed us to show the product in a warm family setting. Interactive elements on the page let users learn more about product features.

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New vision for the homepage

My redesign of the homepage in March 2016 used a new full-width template, bolder
typography and motion, and is one of my most important achievements at Crate and Barrel. In A/B testing the new version of the homepage outperformed against our older, more static approach.

This project set the stage for a whole new creative and art direction for the brand areas of the site—one that continues to evolve and mature.