ART DIRECTION / WEB DESIGN
For the past five years my time at Partycity.com has allowed me to learn how to be able to switch gears quickly while retaining the highest quality of imagery. I have developed a vast knowledge of smart objects, image generations and image specifications. As a senior web designer I am responsible for the look and feel of the homepage and other major gateway experiences. This includes daily collaborations with the creative director and various merchant directors. Also I am held accountable for translating marketing messaging into daily site wide promotions. After both the desktop and mobile design process is complete, my additional tasks include optimizing all files for uploads to FTP client and Scene 7 Marketing Cloud. This also consists of prepping projects for the front end development team and working with coding to ensure successful execution.
TOY AND GAMES GATEWAY INTERACTION DESIGN
One of the most recent projects that I have created is our online store front for our toy assortment. The gateway below features a gift giving story of toys. The top slide features a photoshop composition of vendor images. I was given the challenge of making an experience with limited graphic assets. Throughout this whole gateway I was responsible for designing the look and feel for every individual category featured for desktop and mobile platforms. I worked directly with the merchant team to pick our most popular toys in the assortment.
CHRISTMAS TOYS AND GAMES GATEWAY INTERACTION DESIGN
In addition to creating and art directing the toys gateway experience I was responsible for turning the landing page into a toys Christmas shop. With creative freedom, I was inspired to design an experience that was reminiscent of Santa's workshop. This project was particularly fun to do because the marketing and sku selection was already complete which allowed myself more time to find the holiday environments that helped tell our Christmas shop story. Below you will see the mobile and desktop versions of what I was able to create with the help of the toys merchant team.
BRIDAL SHOWER GATEWAY INTERACTION DESIGN
Featured in the project below, I took part in a majority of the imagery and art direction. I was involved in this experience from capture to publish. I worked hand in hand with the wedding merchandise team in order to come up with an inspirational lifestyle story with design and photography for our customer. This project was enjoyable because both the senior merchandiser and myself have been in several weddings. This involvement was extra helpful in making design choices. Her and I were able tell a color story with the design that reflects the modern bride.
APPAREL GATEWAY VISUAL AND INTERACTION DESIGN
The landing page I created below is a new concept that we are adapting for the apparel sections of multiple planograms on our site. St. Patrick's Day happened to be the first holiday that will feature this gateway design. The design was created to have a easy flow to navigate the customer through our top apparel assortments. I wanted the grid to alternate with a clear hierarchy in order to display each section. I also chose to keep the backgrounds simple so that the product imagery can do the talking.
COSTUMES GATEWAY INTERACTION AND STRATEGY CONCEPTS
For last years costume gateway experience I was involved in concepting several new looks for our gateway experiences. I was asked to bring a sense of fashion to our costumes section. I was able to find lifestyle imagery to support a simple and concise approach. In years past we were required to incorporate our brick and mortar's store signage, but this time around we wanted to try a fresh approach that was easy to digest from a online consumer perspective. Below you will see three separate concepts that I was able to present. This project was on of my favorite projects I have ever done at Party City. With no restrictions, this assignment allowed me to design various landing pages that has never been seen before from our brand. Even though I knew getting these layouts approved was a far stretch I still wanted to push to show our team what could be possible. Currently on the site you can see where we landed with the look and feel. The style of my original mock ups are now a large influence across many image solutions across the site today.