Brand Designer
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Web, UX & UI
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Advertising
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Content Creation
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Email Marketing
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Brand Identity
To address a long-standing brand trust issue: customers were questioning whether Book Outlet was a legitimate business. I redesigned the logo and rebuilt the entire brand identity from scratch, solo.
The new logo incorporates a remainder mark dot on the book icon, communicating transparency about the discounted book model and elevating the brand's credibility. I then built a comprehensive design system covering logo usage, colour, typography, and guidelines across all digital channels including web, email, and paid advertising.
Paid Media Design
I leads Book Outlet's paid media creative end-to-end. From audience research and creative concepting to design execution and performance analysis, I've developed a UGC-style ad approach for Meta, producing raw, relatable video and display ads that felt native to the platform rather than polished and promotional.
This strategy reduced scroll-through, increased watch time, and delivered a 30% YoY increase in conversions on prospecting campaigns. Assets are tailored for Meta, Pinterest, and display networks, with creative iterated based on performance data and strategy.
Email Design
I design Book Outlet's full email layouts, including weekly promotional sends, sale announcements, campaign launches, and seasonal moments, and automated triggered flows for welcome, cart abandonment, and
re-engagement sequences.
Every email is designed to feel tailored and relevant, balancing commercial messaging with a human, brand-consistent visual language that has contributed to sustained email engagement across the customer base.
Organic Social Content
I create Book Outlet's organic social content across Instagram and TikTok, designing platform-native posts, carousels, and short-form videos that match the culture and behaviour of each platform's audience.
My social creative approach drove an 80%+ increase in organic engagement, building an active online community of Book Outlet readers. Content consistently balances brand voice with the relatable, trend-aware formats that earn genuine engagement rather than just impressions.
Web, UX & UI Design
I led the company's web redesign during the platform migration from Builder.io to Contentful, designing every page type from wireframe through to developer handoff — including product pages, checkout flows, landing pages, and navigation components.
I built and maintained the Figma component library used by the development team, and conducted visual QA across desktop and mobile to ensure design intent was preserved in production.
Ongoing web design responsibilities include hero banners, promotional sections, and landing pages for key sales and collections.