art/creative direction


As creative manager for Spoonflower’s brand marketing team, I create and oversee multiple campaigns for B2C transactions. While revenue is my team’s primary focus, I also manage the brand, create internal designs for packaging and paid placements, as well as lead the graphic design team.

The Spoonflower brand is:

  • Inclusive, empowering, and authentic
  • Focused on transparency and committed to sustainability
  • A collaborative space where artists, designers, and makers meet to create something wonderful together

Creating a look and feel for over 50 promotions each year, attractive and efficient creative direction is required to compliment our revenue goals. Google slide decks as well as Powerpoint presentations outline image needs, colors, and content blocks for these sales.

I regularly plan and create the visual content for these promotions. Each week we are responsible for a comprehensive promotional campaign featuring paid/organic social content, web hero graphics and links, digital ads, email design and often, coordinating story content for social media channels.

Each campaign gets a mood board and photography needs or assets. These are shared with the larger brand marketing team to foster collaboration and buy-in.

Staying Relevant

Because Spoonflower is a modern and creative brand–we follow trend tracking tools like WGSN and Pinterest carefully to capture audience searches and reiterate attractive design.

Campaign Design

Capturing our customer’s attention is crucial to supporting revenue goals. Both static and motion graphics are used to intrigue and delight our audience. Samples of these designs are below.

Critical to our email efforts, we create both mobile and desktop versions of each campaign (in multiple languages) to optimize visibility of the brand. Live text is used as much as possible and all images have alt tags.

Web Content

The site is home to rotating content that includes current promotions, upcoming releases, and recent events. The homepage content occupies the most prominent space on the website and is reviewed for ADA compliance as well as readability.

Traditional Advertising

Spoonflower partners with global print and digital partners to spread awareness of the brand to creatives and artist. These ads must represent the brand, while also capturing the various target audiences that our products service. The below designs are shared across the globe in print, web and social media.

Video Work

In addition to photography and motion design, I edit video work for our soft-content platforms, the Spoonflower blog and instagram channel. These videos provide value-based content to our customers, amplifying the brand as a valuable resource to creatives and the go-to storefront for multiple creator needs.

See past creative direction during my time at NC State University

See my design process through a case study

Additional Samples