Macy’s was struggling to connect with new subscribers—their onboarding emails felt flat and weren’t driving engagement. I redesigned the experience into a fresh, dynamic series that welcomed customers with clean visuals, personalized content, and an intuitive flow, making the first touchpoint feel more personal and inviting.

Results:
The new series delivered measurable results: a 31% increase in open rates, a 76% rise in click-through rates, and a 55% boost in conversion rates. My designs also contributed to a 209% increase in SPR (Sales per Recipient), generating $1.84M in revenue, with a 56% year-over-year lift and a total of $4.94M in revenue since the launch in December 2024. The series successfully turned first-time subscribers into loyal followers, supported by consistently positive user feedback.

The Bubbly Kitchen needed an identity that matched its playful, food-inspired products. I created everything from the logo and hand-drawn illustrations to packaging and marketing materials, bringing the brand’s fun, whimsical personality to life while staying true to its self-care mission.

Results
The refreshed identity not only attracted strong early sales but also helped the brand gain traction on social and stand out in a competitive market.

When Toys“R”Us relaunched through Macy’s, the challenge was to create a seamless journey between online discovery and in-store shopping. I led creative design and photo art direction across email, digital, and in-store signage to make the experience cohesive, and to help drive both traffic and excitement.

Results:
The launch marked a major milestone for both brands and contributed to a reported double-digit lift in toy sales during the initial rollout period.

Dressbarn’s holiday campaigns weren’t standing out online, and customers weren’t engaging. I designed a bold new look around the theme “Sparkle, Glimmer, Glow,” creating an interactive shopping experience that highlighted each collection in a festive, eye-catching way.

Results:
The campaign ran from November 5 to December 25, capturing the festive spirit with dynamic visuals, interactive elements, and streamlined navigation. These enhancements significantly improved user interaction and helped drive conversions by making it easy and enjoyable for customers to explore holiday collections.

The DBPerks loyalty program felt outdated and inconsistent, which made it forgettable for customers. I led a full rebrand from logo and membership cards to email templates and landing pages, giving the program a modern, cohesive look that was instantly recognizable both online and in stores.

Results:
The rebrand significantly elevated the customer experience, resulting in a 42% increase in email engagement, a 63% uptick in program sign-ups, and a 37% boost in in-store redemptions. My design work helped drive a 145% lift in loyalty-related revenue over three months, with user surveys showing a 92% satisfaction rate for the new look and feel.

Dressbarn’s seasonal mailers had always been functional, but they didn’t inspire. For Spring 2019, I designed a fresh, editorial-style piece that combined aspirational photography with easy-to-shop styling tips, making it feel more like a magazine spread customers wanted to hold onto.

Results:
The new fresh redesign of this piece contributed to a 17% increase in customer engagement with seasonal campaigns and drove a 12% lift in in-store visits within the quarter.

Macy’s was rolling out a new small-format store concept and needed creative that explained the idea while driving traffic. I led the design of dedicated sitelets, landing pages, and a multi-part email series that built anticipation, highlighted perks, and encouraged both online and in-store visits.

Results:
Open Rate: 42% average across the series
Click-Through Rate: 18%
Conversion Rate: 7.3% increase in regional signups and store traffic