Elevating digital platforms through robust design systems, precise editorial typography, and dynamic user interfaces that drive brand engagement.

SMITH & NOBLE: DIGITAL PLATFORM AND E-COMMERCE

Creative Director

Directed the UI/UX and digital visual strategy for Smith & Noble's primary e-commerce platform. By implementing a cohesive design system and conversion-optimized layouts, I elevated the digital retail experience for custom window treatments and smart home integrations.

advertisement for Smith & Noble one-day sale offering up to 30% off on shades, blinds, drapes, and shutters, including free design help, samples, and measurement; includes options to extend the offer and schedule appointments.
Website homepage for Smith & Noble window treatments with a banner promoting free samples, measurement, and installation appointments, showing a dining table with fruit in front of a large window with white blinds.
A website homepage for Smith & Noble window treatments featuring a person measuring a window with a tape measure, promotional banner for free measurement and installation, and an option to schedule an appointment.
Screenshot of a website homepage for Smith & Noble, a company specializing in custom window treatments. The page features an image of a hand installing window treatments, a person on a ladder working on a ceiling, and various text sections promoting
Website homepage promoting a sale with 25% off, featuring a wooden surface background, a plant with small dark berries, and text overlay.
Homepage of Smith & Noble's smart shades product page featuring a woman adjusting shades, with sections on smart hub, app control, touch control, voice control, remote control, solar panel, smart upgrade, and support.
A webpage showcasing various home interior and decor products including fabric collections, couture weaves, hardware, window treatments, and energy-efficient window options.
Screenshot of a website homepage for Smith & Noble Xpress Design Studio featuring navigation menu, a large window with pink blinds, and three sections labeled 'Before & After Gallery,' 'Image Gallery,' and 'Style Boards' with 'Explore' buttons.

DIGITAL CAMPAIGNS & BRAND ACTIVATIONS

Associate Creative Director & Designer

Directed visual strategy for HSN and Kayser-Roth digital campaigns, merging premium editorial design with conversion-driven UX to maximize digital performance.

HSN online fashion promotion page featuring spring 2014 collection. It showcases women's clothing and accessories, including a black and beige jacket, blue jeans, beaded jewelry, black lace-up shoes, and floral printed clothing. The webpage highlight
Set of three mobile devices displaying the same fashion website with a pink banner titled 'The Fashion Edit Spring 2014' and images of women in stylish outfits.
Screenshot of the All4Fall online shopping website featuring makeup, jewelry, and fashion accessories, with a large banner showing a woman with blue eyes holding autumn leaves in front of her face.
A collage of a makeup mirror with blush, a woman applying makeup, colorful handbags, and people using headphones and a phone, with eyeshadow palettes in the foreground.
A promotional email from HSN with a colorful background and bold text advertising a sale with the message "Buy Buy Bye". The sale is last day, offering free shipping on any clearance purchase of $75 or more. The email includes navigation links at the
An advertisement for HSN displaying a woman sitting outdoors on grass, holding a piece of food, with a yellow circle overlay that says "LOOK AT EVERYTHING YOU'VE BEEN MISSING" in colorful text, and a blue background with navigation links and social m
An advertisement for HSN featuring summer cooking and entertaining products, including colorful bowls, a tabletop grill, drinks, and strawberries, with a woman smiling and holding a drink.
Promotional email from HSN featuring various colorful fashion and beauty products, including jewelry, handbags, shoes, makeup, and accessories, centered around a large red circle with the word "LOOK" in yellow and additional text.
A colorful birthday celebration scene featuring blue and pink striped balloons, party streamers, and smiling women holding balloons for a 37th birthday event. The text says '37th Birthday Celebration' with a logo for HSN.com and the tagline 'It's fun
Celebratory banner with balloons, a woman in colorful attire, pink and purple graphics, and the text "37th Birthday Celebration" and "HSN.com It’s fun here."
Multiple Apple devices including an iPhone, iPad, and iMac displaying the same pink-themed website advertisement for a birthday sale event with free shipping, a woman blowing a kiss, and various product images.
E-commerce gift store webpage featuring sections for birthday, wedding, personalized, and housewarming gifts, with colorful images of gifts and a woman on a bike, and navigation for shopping categories.
HSN website homepage featuring Dot Fun Monday sale with a pink birthday cake graphic, a woman holding a makeup brush, a display of colorful shoes, streamers, and a sewing machine with balloons.
A woman with dark hair, colorful accessories, and a playful headband celebrating her 37th birthday in front of a pink and white backdrop with confetti, with promotional text about deals and shopping.
Screenshot of the homepage of the shop.hsn.com website, featuring fashion and accessories for women, including dresses, shoes, handbags, and summer sandals, with promotional banners and sale information.
A woman with blonde hair wearing a black and white shirt, posing with one hand on her hip, on a colorful online shopping website featuring fashion content for spring 2014.
A woman looking down and smiling, wearing a purple floral patterned jacket, on the cover of a fashion website promoting spring 2014 fashion edit and Valentine's Day shopping.
A fashion magazine cover featuring three women and various fashion accessories. The woman on the left is wearing a black patterned maxi dress, the woman on the right is in a gray top, and the woman at the bottom is dressed in a bright blue jacket. Th
Promotional image for The Fashion Edit on HSN.com, featuring a smiling woman wearing black attire and a hat, surrounded by fashion accessories like boots, jewelry, and a handbag.
An online fall fashion magazine homepage promoting bold capes, jackets, and stylish bags, with product images and call-to-action buttons.
Screenshot of the HSN website featuring the Fall 2014 Fashion Edit promotion, including models in fashionable clothing, makeup items, handbag, jewelry, and beauty products.
HSN website homepage featuring a model in a plaid dress and black boots, promoting fall fashion accessories, with sections for fashion, shoes, handbags, and free shipping offer.
Screenshot of an online gift store homepage with a woman in red pants and black heels lounging on a white couch, smiling and holding a phone, with various categories listed on the left side.
Kayser-Roth Corporation website homepage featuring fashion and apparel brands, with images of women in trendy clothing and accessories, and logos of Hue, No Nonsense, Burlington, and Calvin Klein.
Screenshot of the Kayser-Roth Corporation website showing logos of various brands, including No Nonsense, HUE, Burlington, Calvin Klein, and others, with images of people modeling fashion accessories in different settings.
Company webpage about environmental responsibility, featuring a large green plant in a pot.
Screenshot of a website homepage for Kayser-Roth Corporation, featuring sections about No Nonsense brand socks, images of people engaging in various outdoor activities, and information about the company's products and initiatives.
Website homepage for Socks for America, featuring a group of diverse smiling young adults with glasses, with a background of open road and landscape, promoting a charity event to donate socks across America in July.
Website homepage for 'Socks for America' charity campaign by No Nonsense, promoting donations of socks and participation in travel teams to help people in need across the U.S., featuring a group of happy people and social media links.
Poster for No Nonsense Socks America 2011 Tour featuring text about a sock donation charity, application details, and contact information, with social media icons and a background of open road and landscape.