Elie Tahari Collection website has been redesigned to elevate the luxury brand and further enhances the user experience with a modern and clean esthetic. The collection homepage is refresh weekly to showcase our new trends in fashion, best sellers and curated shops.
A landing page was created to showcase a Special Anniversary Collection celebrating 50 Years of Elie Tahari’s Iconic Vision.
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MyRegistry.com wedding website was redesigned to enhance the user experience with improved user flow and a fresh modern look. The website is responsive with mobile-first design approach. It also provides the users with many customizable features. I had incorporated a few micro animations and transitions to provide users with visual feedback and a better interactive experience.
I designed and executed all the pages including wireframe, interactive prototype and mockup for the developers. I had also participated in testing to ensure the design works across all screen sizes and platforms.
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Toys“R”Us & Babies“R”Us partnered with St. Jude Children’s Research Hospital on an in-store and online fundraising campaign to raise funds and awareness. Their mission is to help advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment. Supporting collateral included microsite, homepage A-spot, emails, house ads, social and in-store visuals.
Campaign duration: 3 months
Total donation raised: $2,638,342
Birthdays are the 2nd biggest toy-buying occasion. Reinvented Geoffrey's Birthday Club to capture more market share for birthday gift giving.
Redesigned Geoffrey's Birthday Club from the ground up including program identity, in-store visual, program collateral, print and digital marketing. Developed "The Legend of Geoffrey" an illustrated Children's book about Geoffrey's origin in partnership with a publisher.
Reintroduced Geoffrey as the icon for awesome birthdays to build character recognition and equity around the occasion. Executed robust digital extension to amplify in-store birthday experience.
Provided design leadership globally for all Geoffrey product development, packaging and exclusive products. Partnered with merchants, global sourcing team and vendors to design brand right solutions. Developed design collections for Toys“R"Us and Babies“R"Us reusable bags, gift wrap and gift card programs.
Corporate rebranding initiative involved the redesign of the corporate logo, stationery, corporate website, global headquarters, trailer fleet, shopping bags, T-shirts and team member welcome package.
The corporate website was redesigned to align with the new corporate identity with improved user experience and new content management tools.
The Toys“R”Us and Babies“R”Us trailers were redesigned first and foremost to strengthen our brand and to create vendor funding opportunities at the same time. Our objective was to achieve greater branding consistency across the entire fleet but provide flexibility for a wide variety of toy and baby vendor partnerships. Updates were cost efficient, as the custom area was limited to a small part of the side panels. We also designed concepts that provided vendors with maximum brand exposure for new product and movie launches.
Plan, produce and manage editorial fashion shoots for Elie Tahari—a luxury fashion brand for women. Provide photo art direction, design and style production sets, location scouting and manage photography budget.
After years of absence in NYC, Toys“R”Us had an opportunity to open a pop up store to regain its status as the city's #1 stop for fun.
My team was asked to deliver a design solution for the entire store in a week. I led creative development on a teaser campaign for the exterior and worked with a design agency on the interior of the store. I briefed the agency on site and provided them with brand guidelines and design assets. In 48 hours, we had presented 3 great concepts to the leadership team and landed on this winning design.
Play Lab was the key attraction in the store. It was an interactive experience with product demos, fun activities and stations with unboxed toys for kids to play with.
In addition, I negotiated the licensing fee for the use of the iconic subway system graphics. The store was up and operational in less than 30 days.
Provided design leadership on rotating seasonal shops for Toys“R”Us and Babies“R”Us including Easter, Spring/Summer, Back-to-School, Halloween, Holiday, Toys“R”Us Express, FAO Schwarz, and Toys“R”Us Times Square.
