CREATIVE MULTIMEDIA DESIGN & Marketing
Elevating an e-commerce fashion brand with versatile multimedia design and marketing expertise
ROLE
Senior Creative Designer
TIMEFRAME
August '22 to Sept '23
Tools
Figma, Adobe Creative Suite, Klaviyo
Tribe71 is the region's first online multi-brand destination based in Dubai, specializing in high-end athletic apparel and leisurewear. As a designer, I worked on this project to create cohesive visual assets across print, digital, and video to elevate the brand's shopping experience.
Milestones
Led the design initiative of monthly catalogue for VIP customers that boosted 23% in revenue.
Drove 70% sales conversion rate through design and execution of high-impact monthly email campaigns with an increased open rate of 43%
Led the creative efforts for seasonal packaging designs such as Breast Cancer Awareness, UAE National Day, etc. resulting in increased brand visibility across Dubai, driving a boost of 15% in sales and positive sentiment.
Objective
Develop versatile, on-brand designs for packaging, digital marketing, and video to have a seamless and high-end customer journey.
Understanding the Brand
I analyzed Tribe71's brand identity, target audience, and competitors in the athleisure market to make sure the designs I will lead align with the conscious and fashionable ethos.
Target Audience
The main target consumers of the brand are those who are fashion-forward, eco-conscious women looking for premium athletic and leisurewear.
Inspiration and Trends
With this role, I studied luxury branding trends, their unboxing experiences, and digital marketing strategies in the premium athleisure segment to have a better and fresh execution on the design direction.
Challanges Identified
Balancing aesthetics with functionality for print and packaging
Ensuring that there is a seamless transition between print, digital, and video assets.
Communicating premium value of the brand across all touchpoints.
Print Design
Regular Sleeve Packaging & Other Print Products
I led the creative efforts on a minimalist, eco-friendly packaging that reflects Tribe71's premium yet conscious positioning. Moreover, I spearheaded the initiatives for releasing monthly printed and digital catalogues to VIP customers.
Digital Design
Developed a clean, modern web layouts highlighted the brand's curated product edits and innovations in athleisure. Designed email campaigns with a focus on clear hierarchy, rich visuals, and strong call-to-actions to drive engagement.
Website
To enhance Tribe71’s e-commerce presence, I led the creative direction of the landing pages and hero banners that effectively shows the brand's premium athletic and stylish leisurewear. Each design was made to catch the attention of our target audience, with a focus on highlighting the brand's unique style and exclusivity.
With the mix of visuals and clear calls-to-action, these assets have significantly contributed to increasing the website clicks which improved conversion rates. The hero banners, in particular, were made to spotlight new arrivals, feature sales and seasonal collections—that helped drive engagement and create a seamless shopping experience.
Emails
As the Senior Creative Designer, I led the ideation process of the company's email campaigns. We have focused on strategically curating product placements to align with sales goals. Each campaign was done with a dual purpose: to boost sales of the underperforming products and to spotlight less popular items through visuals and content that is easy to follow.
To enhance the customer engagement, I have introduced the concept of featuring seasonal collections and curated items based on their style, mood, or even the personality to target the very niched audience. This approach not only kept the email content fresh and relevant but also resonated with how the target audience's preferences, driving both click-through rates and conversions.
With the data-driven design choices, and strategic marketing approach, the email campaigns became a big part of the sales strategy, making sure that the aesthetics with performance-driven campaigns have effective outcomes.
Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.
Skills Demonstrated
Adaptability in executing cross-medium designs (print, digital, physical store designs)
Strong brand alignment and strategic marketing approach.
Ability to maintain a cohesive visual language across multiple platforms.
Learnings
There is value in creating consistent customer journey across physical and digital touchpoints and techniques for communicating premium value through visual design and storytelling.
Impact
Enhance Tribe71's brand presence and customer engagement through well-rounded solutions and contributed to a seamless shopping experience for the target audience.
Thank you for reading! 👋
I appreciate you taking the time to read through my work with Tribe71.
I hope you found valuable insights on my thought and work process.
If you'd like to discuss ideas, collaborate, or just simply connect, don't hesitate to reach out!
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