I design the quarterly B2B Cinch catalog showcasing seasonal western clothing. I am part of the photo shoot team helping source models, attend fit sessions, style on location, and collaborate with photographers to ensure appropriate photos are captured. I also edit/resize images, layout the catalog, package and have thousands of copies printed for sales reps and retailers worldwide.
In 2023, I completed a total design revamp of our annual “Replenishment” catalog. This critical publication allows retailers to select products available year round. The redesign involved thoughtful spread organization and layout brainstorming sessions, multiple photo shoot planning and shoot days, travel to rodeo events to capture updated action shots, and weeks of photoshopping and rounds of iteration. Attention to detail was of upmost importance on this information-loaded catalog.
View my Replenishment “R2” Catalog here.
From 2020 through 2022, I also oversaw the creation of our sister brand’s quarterly catalog, Cruel Denim. This brand appeals to a younger, female demographic. In the Cruel catalog I was able to implement more playful, colorful design elements in order to cater to that target consumer. I helped with photo shoot mood boards, on-site product, prop and model styling and photographer collaborating.
View my Cruel Denim Catalog here.
I routinely create these mens & ladies denim fit guides to help educate our consumers in our retailer locations. I schedule studio photo shoots, curate an appropriate mix of poses and products to produce successful marketing and educational signage for retailers across the U.S. and Canada.
I really enjoy creating large scale, environmental design work such as billboards, booth wraps/signage, stair wraps and entry way displays. Each of the examples on this page was created for a unique industry event. Each event focused around a different consumer, who had their own unique requirements, design needs, and aesthetic. I work closely with our brand manager, marketing and sponsorship teams, and ultimately with the various printing companies to ensure artwork is to spec and installed successfully.
I also have experience traveling for the company and helping set up events/temporary retail spaces and working the sales floor. I enjoy chances to be customer-facing, engaging with an audience and selling the brand. Often times at events I will attend meetings and networking events to build future collaborations/partnerships.
Cinch advertises in multiple monthly magazine publications. I utilize seasonal product photography to mock-up ad options for approval. I reference publication media kits to ensure ads meet constant deadlines and printing requirements. I implement different ad campaigns to illustrate a cohesive brand image while integrating different imagery to cater to each magazine’s core audience.
In addition to print advertisements, I have experience creating web ads and other digital materials. I have submitted many Leaderboard, Banner, Half Page and Square web ads to be placed on various websites.
I also spearhead our web sale email program. Using MailChimp, I put together scheduled artwork to alert our email subscribers about upcoming sales and product info.
More recently, I’ve been asked to engage in copy writing, specifically for websites and on-line articles. Please check out my latest article here, recapping one of our rodeos and forecasting the next industry event.
UX Case Studies
With a background in graphic design, marketing, sales and customer service, I’ve long found myself drawn to the world of UX/UI design. The University of Denver’s UX/UI Bootcamp enabled me meet this goal. This immersive course allowed me to practice user-centric design research practices, prototyping and wireframing techniques, and even familiarize myself with basic web design and coding. Tackling this challenging bootcamp (my covid-19 project) taught me to advocate for the user while still meeting business goals/agendas.
PASSION PROJECTS
When I’m not designing, you can find me channeling my creativity in the form of modeling! I have had the pleasure of working alongside other graphic designers, videographers, brand managers and stakeholders on various sets and locations. I believe this extra “behind the scenes” work experience has shaped me into a great collaborative team member and overall creative individual. Take a peek at some of the companies I have worked for and my modeling portfolio here.