Cate Silva 👋🏼
Product Designer, Developer and Technology Lover.
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Call it Spring FW13
I worked with marketing, product and developers to refresh the online website look for the Fall/Winter 2013 season by creating the digital design assets while coordinating the photography direction of the website content to keep a coherent and consistent style with Call it Spring.
The outer-space-themed design of the seasonal collection targeted the 18-25-year-old customer demographic.
UX, UI Design, Development & Photography Direction
Newsletters
A selective collection of creative newsletters with responsive table-based layouts, which I designed and hand-coded for the Call It Spring Fall/Winter 2013 collection. The newsletters served an essential purpose at Call It Spring, and I was required to deliver a high amount on w weekly to meet business goals. These were marketing materials designed to increase sales and complement the website.
Coded newsletter: Block Party
Sale Season Newsletters
All newsletters have taken the image-based approach with the same high-quality rich imagery and content that recipients encounter on the web experience, making it easily identifiable.
Coded newsletter: All Clearance, Extra 30%
Wordpress Blog
The blog's a medium to let the brand express its identity to the user. The design inspiration at the time for the web and mobile blog was Pinterest, consisting of a mosaic moments photo collage grid to feature photography and a blurb about the post.
Fall Winter Website Refresh(es)
The goal was to continue to evolve to reflect the brand better and adapt to the marketing of the seasonal product by keeping the foundation as it was and making small changes that impact the visual appearance, like updating the photography and copying the content without modifying the overall structure. We wanted to create an e-commerce experience that centred around brand storytelling.
Credits
UX Director:Maya Rioux, Manager: Ivo Tol, Developer: Chris Berhe, Video Art Direction: Vanda Daftari