CSC Generation/Sur La Table - Retail

CSC Generation is a dynamic company specializing in the acquisition and transformation of retail businesses through consumer-centric digital models.

Context
Work on behalf of CSC Generation as a Digital Graphic Designer, 2021-2024

Contributions
Email Template Creation & Production
Digital Ad Campaign Creation for all Digital Customer Touch-points
Print Handbills

Collaborators
Senior Art Director
Director e-Commerce

Copywriters
Digital Graphic Design Team

QC Team

The Project
Sur La Table Digital Campaigns

Impactful Advertising Campaigns Across Digital Channels

My Design Responsibilities

In my role as a Digital Graphic Designer, my exclusive focus is on the Sur La Table brand, a renowned chain retailer offering a diverse range of upscale cooking and dining supplies, as well as online and in-store cooking classes.

Collaborating with copywriters, developers and the QC team, I specialize in crafting highly effective advertising campaigns. This involves a comprehensive process of evaluating and acquiring imaging content creating essential assets and strategically showcasing these campaigns in emails, on social media and across the website.

My approach includes seamlessly integrating brand strategy and visual design concepts, and fostering cross-functional collaboration for effective problem-solving. Implementing dynamic content and strong calls-to-action (CTAs), I consistently deliver differentiated, compelling and engaging creatives for all digital customer touch-points. This encompasses the website, email communications and both paid and organic social channels, meticulously aligning with Sur La Table’s brand guidelines.

Email Design
Email Template Creation & Production

Seamless Mobile Email Designs: Where Visuals Shine

I uphold a 3-4 emails per day production and design schedule, utilizing metrics such as demand, engagement and traffic to gauge success. Notably, the email campaigns I've crafted have contributed to an impressive $6.2 million in revenue from October 2022 to March 2023. I specialize in creating customized and occasionally themed emails, consistently aligning with Sur La Table's brand guidelines. My approach involves integrating dynamic content, incorporating robust calls-to-action and designing graphics that stand out.

During specific periods throughout the year, I am entrusted with the task of re-designing and re-imagining email templates. Leveraging Adobe Photoshop, I generate diverse options and present them to stakeholders. Upon approval, I seamlessly incorporate these designs into the email templates, updating the email spec sheet for cohesive and effective communication.

Campaign Design

Ad Campaign Creation for all Digital Customer Touch-points
Dynamic Content & Engaging Creative Solutions

I strategically elevated the Sur La Table brand across diverse marketing channels—web, social, paid digital, and emails—by creating effective ad campaigns. My contributions have played a significant role in the remarkable increase in annual revenue from $346M in 2021 to $461M in 2023.

In executing this, I evaluate and acquire imaging content, seamlessly integrating brand strategy and visual design concepts through effective collaboration across marketing channels. My focus is on engaging content tailored to target audiences. This results in the creation of functional digital assets, prioritizing easy navigation and aesthetic appeal with an adaptable communication style. Ensuring consistency with Sur La Table's brand guidelines, I craft differentiated, compelling and engaging creatives for all digital touch-points, including the website, email and paid/organic social channels.

Reporting to the Senior Art Director and E-commerce Director, I foster collaboration with designers, copywriters, the e-commerce team and project managers. In this role, I execute a diverse array of animated and static marketing assets for campaigns, encompassing mp4s, animated gifs, PLPs, fly-downs and banners for both mobile and desktop platforms. My support to the e-commerce team includes creating high-quality content with direct targeting display ads and responsive design practices.

Campaign Design
Martha Stewart Digital Campaign
New Product Launch

As a Digital Graphic Designer at Sur La Table, I thrive on crafting immersive digital campaigns that captivate and inspire our audience. Collaborating closely with the Senior Art Director, our recent Martha Stewart product launch was nothing short of spectacular. Armed with corporate photography and the Martha Stewart logo, I embarked on a creative journey to bring this promotion to life. From inception to execution, I meticulously designed every asset, ensuring that it not only showcased the products but also exuded the Martha Stewart brand's elegance and sophistication.

Whether it was crafting a dedicated email that enticed customers, creating animated social media assets that caught the eye, or designing website banners that welcomed visitors into the world of Martha Stewart, every element was carefully crafted. My designs were more than visuals; they were invitations to explore, learn, and experience the Martha Stewart lifestyle. The result was a digital campaign that didn't just engage our audience; it enveloped them in a world of culinary and lifestyle excellence. As a Digital Graphic Designer, I don't just design; I create immersive experiences that resonate, excite, and ultimately drive the success of Sur La Table's digital campaigns. I'm dedicated to ensuring that our audience is not just engaged but inspired by what Sur La Table and Martha Stewart have to offer.

Campaign Design
Chef'n Fruit & Veggie Tools Digital Campaign
Buy Two, Get One Free

As a Digital Graphic Designer at Sur La Table, I'm not just a designer; I'm a visionary who knows how to bring ideas to life. From inception to execution, I'm at the forefront of every digital campaign, crafting experiences that captivate and convert. I've conceptualized innovative ideas that have left stakeholders thrilled and eager for more. With unwavering dedication, I've secured buy-in for these visionary campaigns, rallying our team around concepts that are as exciting as they are effective.

With creative passion fuelling my every move, I've crafted assets that transcend aesthetics, delivering messages that resonate and inspire action. My ability to seamlessly distribute files for production among team members ensures a smooth and collaborative process, where every element aligns flawlessly. I've witnessed these campaigns not only engage our audience but also drive results, consistently propelling Sur La Table to new heights in the digital landscape. In the world of digital campaign creation, I'm not just a designer; I'm a driving force of success.

Campaign Design
Long Weekend Event
Up to 50% off Campaign

In my role, I assumed the responsibility of creating a diverse array of animated and static assets to support the Long Weekend campaign, strategically optimizing them for deployment across various digital touch-points. This comprehensive approach involved a meticulous process of conceptualization, design, and execution, ensuring that each asset harmonized seamlessly with the campaign's overarching message and visual identity. By tailoring these assets to suit the unique demands of each digital platform and channel, I not only enhanced the campaign's visibility and engagement but also contributed to a consistent and compelling brand presence throughout the digital landscape. This endeavour was marked by a commitment to precision and creativity, culminating in assets that not only captured attention but also conveyed the essence of the campaign's narrative effectively.

Campaign Design
Great Jones Digital Campaign
New Product Launch

As a Digital Graphic Designer at Sur La Table, I've had the privilege of working closely with the Senior Art Director to craft unforgettable digital campaigns, and our recent Great Jones product launch was truly exceptional. Armed with our corporate photography, I embarked on a creative journey to bring this exciting promotion to life. From concept to execution, every asset I created was a masterpiece, perfectly encapsulating the essence of the Great Jones brand and its products. My designs didn't just showcase products; they told a story, creating a seamless narrative that captivated our audience.

With a keen eye for detail and a flair for creativity, I ensured that every pixel was in its rightful place. The result was a digital campaign that not only engaged our audience but also left them eagerly exploring the world of Great Jones. As a Digital Graphic Designer, I don't just create assets; I create experiences that resonate, inspire, and ultimately drive the success of Sur La Table's digital campaigns. I'm dedicated to ensuring that our audience is always engaged and excited about what Sur La Table has to offer.

Campaign Design
Warehouse Sale Digital Campaign
Online & In-Store Sale

As a Digital Graphic Designer at Sur La Table, I'm on a mission to captivate, engage, and inspire our audience with every digital campaign we create. Working closely with the e-Commerce director, I took on the exciting challenge of crafting options for our yearly warehouse sale promotion. Once I received the resounding approval from stakeholders, I unleashed my design prowess to create the necessary assets that would elevate this event to new heights.

But I didn't stop there; I added a touch of magic with robust animations that brought our graphics to life. These animations weren't just visuals; they were experiences that transported our audience into the heart of our promotion. The result was a digital campaign that not only engaged our audience but left them in awe of Sur La Table's offerings. As a Digital Graphic Designer, I'm not just designing; I'm creating immersive journeys that resonate, excite, and drive results. I'm committed to making Sur La Table's digital presence an unforgettable experience, ensuring our audience is always engaged and eagerly awaiting what's next.

Campaign Design
Clearance Digital Campaigns
Throughout the Year Clearance Sales

In my role as a Digital Graphic Designer at Sur La Table, my approach to digital campaign creation is driven by a blend of creativity and efficiency. Designing animated assets for multiple clearance promotions throughout the year, I prioritize delivering impactful visuals that align with our campaign goals. Once stakeholders provide their approval, I swiftly produce the assets required for our digital campaigns. This approach has consistently led to engaging and successful campaigns that effectively communicate our promotions to the audience. My focus is on efficiently creating designs that contribute to the overall success of Sur La Table's digital marketing efforts, ensuring that our audience remains informed and engaged with our clearance promotions year-round.

Campaign Design
Winter Sale & Clearance Digital Campaign
Online & In-Store Sale

In my role as a Digital Graphic Designer at Sur La Table, I've had the privilege of being the creative force behind our digital campaigns, and the latest one was truly remarkable. Armed with the corporate photography and the seasonal branded colour palette, I set out to craft digital assets that not only showcased our products but also painted a vivid picture of the Sur La Table experience. These assets were the bridge between our physical stores and the online world, seamlessly uniting the two.

Every element I designed was a strategic choice, ensuring that our audience could not resist the allure of our sale, whether they were browsing in-store or online. The use of our corporate photography and the branded color palette created a cohesive and visually compelling narrative that resonated deeply with our customers. The result? A digital campaign that not only engaged our audience but also drove them to take action, propelling Sur La Table's success in both the physical and digital realms. As a Digital Graphic Designer, I don't just create visuals; I create connections and experiences that captivate, inspire, and ultimately contribute to Sur La Table's ongoing triumph.

Campaign Design
Sur La Table Ceramic Nonstick Cookware Digital Campaign
New & Exclusive Product Introduction

In my role as a Digital Graphic Designer at Sur La Table, I've been at the forefront of crafting immersive and captivating digital campaigns that leave our audience wanting more. Collaborating closely with the Senior Art Director, we orchestrated a symphony of creativity for our latest product launch. I took on the exciting challenge of bringing this new offering to life by creating animated assets that dazzled on social media channels and in email modules.

Every frame I designed told a story, capturing attention and building anticipation. But I didn't stop there – I also seamlessly integrated these visuals into our website, crafting engaging Product Listing Pages (PLPs) and banners that transformed online browsing into an experience to remember. Our teamwork and my design skills have not only elevated our brand but also propelled the success of this campaign, generating buzz and excitement that's impossible to ignore. As a Digital Graphic Designer, I'm not just creating assets; I'm creating moments that keep our audience engaged, intrigued, and eager to explore Sur La Table's latest offerings.

Campaign Design
Staub Digital Campaigns
Seasonal & Brand Co-op Sale

As a Digital Graphic Designer at Sur La Table, I have the pleasure of collaborating closely with the Senior Art Director, and our recent Staub product launch was a true testament to the power of visual storytelling. Armed with corporate photography and a passion for creativity, I embarked on a mission to bring the Staub brand to life in the digital realm. From concept to execution, I meticulously designed every asset, leveraging our in-house corporate photography to ensure that every pixel resonated with the essence of Staub.

Whether it was crafting animated social media assets that caught the eye or designing website banners that welcomed visitors into the world of Staub, each element was a work of art. My designs were more than visuals; they were invitations to discover the beauty and functionality of Staub products. The result was a digital campaign that not only engaged our audience but also immersed them in the world of culinary excellence. As a Digital Graphic Designer, I don't just create assets; I create experiences that inspire, engage, and ultimately contribute to the success of Sur La Table's digital campaigns. I'm dedicated to ensuring that our audience is not just engaged but excited about the exceptional products we have to offer.

Campaign Design
Mother's Day Digital Campaign
Seasonal Sale

As a Digital Graphic Designer at Sur La Table, my passion is crafting digital campaigns that not only engage but leave a lasting impression. Recently, I had the pleasure of spearheading our Mother's Day promotion, and the results were nothing short of spectacular.

Armed with corporate photography and a vision for captivating design, I set out to create a series of animated assets that would elevate our campaign. Once I received enthusiastic buy-in from stakeholders, I rolled up my sleeves and got to work, meticulously crafting the assets needed to make our social media campaign shine. These assets weren't just visuals; they were a vibrant celebration of motherhood and the joy of giving. The result was a digital campaign that not only engaged our audience but also touched their hearts. As a Digital Graphic Designer, I don't just create assets; I create experiences that resonate, inspire, and drive the success of Sur La Table's digital campaigns. I'm dedicated to ensuring that our audience not only engages but feels a deep connection with the Sur La Table brand, making every campaign unforgettable.

Campaign Design
Holiday Wrap Up Sale Digital Campaign
Online & In-Store Sale

In my role as a Digital Graphic Designer at Sur La Table, I take a strategic and results-oriented approach to digital campaign creation. For our recent Holiday Wrap Up Sale promotion, I designed a series of animated assets that were not only visually compelling but also aligned with our campaign objectives. After securing stakeholder buy-in, I efficiently produced the necessary assets for our digital campaign. The result was a campaign that effectively engaged our audience, driving interest and conversions. My focus is on delivering impactful designs that contribute to the success of Sur La Table's digital campaigns in a streamlined and results-driven manner.

Campaign Design
Joy to the Cook Sale Digital Campaign
Online & In-Store Sale

In my role as a Digital Graphic Designer at Sur La Table, I bring a methodical and results-driven approach to digital campaign creation. Designing animated assets for our Joy to the Cook Campaign, my focus is on delivering visually compelling and engaging content. Upon securing stakeholders' approval, I efficiently produce the assets required for our digital campaigns. These animations are robust and captivating, designed to resonate with our audience and drive campaign success. My priority is to create designs that not only align with our campaign objectives but also effectively engage our audience, ensuring the Joy to the Cook Campaign is a resounding success in capturing their attention and interest.

Campaign Design
Things We Love Digital Campaign
Valentine's Day Discounts

As a Digital Graphic Designer at Sur La Table, my passion is transforming ideas into immersive digital experiences, and our Valentine's Day promotion was a true testament to that. Collaborating closely with the e-Commerce director, I embarked on a creative journey to craft options that would set hearts aflutter for our Valentine's Day campaign.

Once we had secured stakeholder buy-in, I put my design skills into action, creating the essential assets that would bring this romantic promotion to life. Every pixel, every colour, and every element was carefully chosen to evoke the perfect ambiance and capture the essence of love. It was more than just creating visuals; it was about crafting an emotional connection with our audience. The result? A digital campaign that not only engaged our customers but also left them enamoured with Sur La Table's offerings. As a Digital Graphic Designer, I don't just design; I create moments that resonate, inspire, and drive results. I'm dedicated to bringing the Sur La Table brand to life in every pixel, ensuring our audience is always engaged and eager for more.

Campaign Design
Coffee Sale Digital Campaign
Biggest of the Season Sale

As a Digital Graphic Designer at Sur La Table, I've had the privilege of working closely with the Senior Art Director to spearhead captivating digital campaigns that leave a lasting impact. Together, we've crafted a visual narrative that speaks to our audience in a language they understand and resonate with. From crafting social media graphic assets that stop the scroll to designing website banners that create an immersive brand experience, and crafting dedicated emails that inspire engagement, every pixel I've placed serves a purpose.

With a keen eye for aesthetics and an unwavering commitment to storytelling, my designs not only enhance our brand but also create moments that our audience eagerly anticipates. Our collaboration has been instrumental in driving the success of our digital campaigns, consistently achieving our engagement and conversion goals. As a Digital Graphic Designer, I'm not just creating visuals; I'm shaping experiences that keep our audience engaged, captivated, and loyal to the Sur La Table brand.

Campaign Design
Fresh for Spring Digital Campaign
Online & In-Store Sale

As a Digital Graphic Designer at Sur La Table, I've had the incredible privilege of crafting digital campaigns that not only resonate but also captivate our audience, all while staying true to our brand's identity. For our latest sale, available both in-store and online, I harnessed the power of corporate photography and our seasonal branded colour palette to create digital assets that truly shined.

Every design I crafted was a visual masterpiece, a harmonious blend of our brand's essence and the vibrant energy of the sale. These assets not only made a striking impact on our website but also seamlessly translated to our digital marketing channels, ensuring a consistent and engaging customer experience across every touchpoint. The result? A campaign that not only drove traffic but also fostered a deeper connection between our brand and our audience. As a Digital Graphic Designer, I don't just create visuals; I create experiences that keep our audience engaged, informed, and excited about Sur La Table's offerings, both in-store and online.

Campaign Design
Overstock Sale Digital Campaign
Summer's Deepest Discounts & Winter Discounts

As a Digital Graphic Designer at Sur La Table, my role is all about infusing creativity and strategy into our digital campaigns, and it's been a journey filled with remarkable successes. Collaborating seamlessly with the Senior Art Director, I've harnessed the power of our corporate seasonal branded colour palette to create digital assets that leave a lasting impression. From crafting eye-catching visuals for our social media channels that effortlessly stop the scroll to designing website banners that immerse visitors in the Sur La Table experience, and crafting email modules that tell enticing stories, my work is about creating connections.

These assets aren't just graphics; they're invitations to explore, engage, and experience. The use of our branded colour palette has consistently reinforced our brand identity, ensuring a cohesive and memorable experience across every touchpoint. Together with our team, we've achieved unprecedented success in our digital campaigns, capturing our audience's attention and driving them to action. As a Digital Graphic Designer, I'm not just designing assets; I'm crafting the narrative that keeps our audience engaged, excited, and eager to be a part of Sur La Table's story.

Print Design

Handbills & Box Stuffers

Capturing Attention, One Sheet at a Time

I actively engaged in cross-departmental collaboration as part of my responsibilities. To captivate the audience's attention, I adeptly utilized the handbill template provided by the print team. This involved crafting visually appealing designs, updating content, and ensuring the delivery of print-ready files to effectively convey the desired information.