URBANARA ART DIRECTION/DESIGN
Urbanara is a contemporary e-commerce luxury homewares brand. As part of the design team in a fast paced environment I created landing pages, banners, newsletters, packaging, advertisements and printed media ranging from promotional material to seasonal brochures. My main responsibilities were weekly email campaigns and homepage banners. These demanded me to be well organised working alongside copy writers and site management to strict deadlines.
As the Art Director, I developed the brand vision and visual language, ensuring its consistency across all platforms. My responsibilities included overseeing photography production, managing outsourced projects, and briefing the design team, while also ensuring effective budget management. I played a key role in translating the brand’s visual identity to offline stores and set strategic goals to foster my team’s skill development, ultimately enhancing the brand’s impact.
KEY PROJECTS & RESULTS
Newsletter Design & Optimisation
Designing 2x newsletters a week and running over 100+ A/B test variants to continuously improve our click through rate
Developing a series of reusable templates and components to increase team velocity
Migrating our design to a new CRM tool (Nosto)
Brand Campaign Design & Art Direction
Designing over 60+ unique campaigns for seasonal events and brand related offers
Trend research and reporting to gather insights into what to focus on each quarter
Working with content teams and product teams to ensure that the messaging was consistent across all touch points and highlighting the correct product.
UX Design & Conversion Rate Optimisation
Designing landing pages and reusable components for use across the website
Optimising landing pages to be high performing through the use of heat maps, A/B tests and Google Analytics
Designing a new check out experience that is optimised for conversion
NEWSLETTER TEMPLATES & THE CUSTOMER LIFECYCLE
We ran different newsletter cycles depending on where the customer was in the URBANARA life cycle. Whether they were a loyal customer, a new customer etc. I designed different templates that where optimised for different user journeys through A/B testing. Some examples of the categories:
Sales Campaigns
- KPIs: Click through rate / Conversion Rate
- Focus on driving people to sales campaign pages and adding time based urgencies
Brand Campaigns
- KPIs: Increased brand loyalty and customer retention
- Less sales-y approach, focus is on conveying company mission, supplier spotlights and behind the scenes
Seasonal & Collection Launches
- KPIs: % CTR / Conversion rate on those particular SKUs
- Focus on promoting a specific collection or product category: either a new product, or a collection that needs an extra push.
Onboarding Cycles
- KPIs: DOI Completion / Initial purchase made with specific discount code . Focus on onboarding new customers to our newsletter cycles and inviting them to spend with a welcome voucher.
ART DIRECTION & CAMPAIGN PLANNING
As an e-commerce company, we were predominantly focused on seasonal trends and events that would resonate with our users. Part of my job was to conduct trend research and present concepts for sales and other promotional assets that would help encourage sales.
I regularly put together mood boards, campaign concepts in collaboration with the content team and design sets of consistent assets ranging from newsletter cycles, landing pages, print materials and digital advertising banners.
Twice a week, the content team, CRM team and designers would sit together and plan the upcoming sales cycles and marketing stories. We would run highly collaborative ideation sessions where all members of the team could contribute ideas and brainstorm together, we made use of whiteboards, sketches and shared research to come up with unique and engaging campaigns.
URBANARA ART DIRECTION/DESIGN
Art direction & prop styling for high-end textile brand Urbanara’s Autumn/Winter campaign & catalogue. This project reimagines mid-century modern aesthetics through an urban lens, blending clean lines, rich textures, and a warm, contemporary sensibility. The styling emphasizes the cozy, tactile essence of Urbanara’s textiles, bringing depth and dimension to every scene through layered fabrics, soft lighting, and an inviting color palette.
Thoughtfully curated interiors create a harmonious balance between refined sophistication and everyday comfort, highlighting the brand’s commitment to quality and timeless design. The result is a visual story that evokes warmth, elegance, and the effortless beauty of home during the cooler seasons.
CUSTOM ILLUSTRATIONS
THE BRAND BOOK