Calla Products
March 2022 - Present
Led D2C email, packaging, and catalog design during a company-wide transition from B2B to DTC, supporting brand repositioning and direct-to-consumer growth.
Drove a 30% increase in email open rates by migrating legacy Photoshop email templates into Figma, enabling faster iteration, improved collaboration, and more dynamic D2C email campaigns in Klaviyo.
Redesigned and digitized a 100+ page annual product catalog in InDesign, improving navigation and visual hierarchy and cutting order processing time in half.
Above: 1. A selection of spreads designed throughout my time at Calla. My goal with these spreads are to balance out functionality so that our sales reps can easily understand and sell our products while making sure that the designs are enticing enough that the potential customers that are being pitched are attracted to our product lines. 2. An interactive version of the catalog that allowed for an easier ordering process.
Above: 1-2. A selection of email marketing campaigns that go out weekly. 3. A typical example of a D2C email featuring a product line. Features are showcased via callout images and lifestyle images.
Above: POP cards designed for wholesale customers to display on counters, educating potential customers about product features.
Above: Facebook ads designed to strike a balance between customer education and conversion.
Above: Various packaging designs and respective along with a few dielines. 1. Packaging design for our waterproof bags for a nationwide chain of warehouse stores. 2. A custom belly band design for our Futsole line of footwear line of shoes. 3. Individual and accompanying box design for the Slim Credit Card Wallets. 4. Packaging + accompanying dielines for the Nusupport line. 5. Waterproof Bags display box designed for as an in store display. Designed to work freestanding or against a wall.
Above: examples of photo manipulation I've done where photoshoots would've been cost prohibitive, so we source appropriate lifestyle images online and supplement them for our products.
Above: some examples of work done while modernizing our retail facing website. Product pages are now more educational and showcase the many features of each item.
Above: 1. Product development is also a big part of my role, and involves looking through fabric swatches and helping to narrow down the right combinations of materials and colors for our product lines. This is done through many rounds of mock-ups and iterations. 2. One of our latest product lines, the result of collaboration and iteration between departments.
