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PHOTOGRAPHY & RETOUCHING
GRAPHIC DESIGN
PRINT PRODUCTION
CREATIVE DIRECTION
During this two-year, full-time position, I modernized the brand's aesthetic by redesigning the website, email marketing initiatives, lookbooks, and presentations. I also introduced seasonal lifestyle campaigns, created daily social media content, and designed four limited-edition luxury jewelry pieces.
BEFORE
FORMER BRAND IDENTITY
When I began, GURHAN’s visual identity felt dated. The palette was dark and unclear, the display typeface lacked sophistication, the jewelry photography felt flat, and the website was overdue for a refresh.
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DESIGN & TYPOGRAPHY
I balanced large serif headlines with small sans serif paragraphs, utilized ample blank space for pacing, and implemented a modern photo mosaic style in both digital and print mediums to maintain aesthetic consistency.
DIGITAL MARKETING STRATEGY
Overall, our marketing team made great strides for the brand in the digital space, which more than doubled e-commerce sales within a year after I joined the company in 2015.
WEB DESIGN
The GURHAN website required working with an outside developer; however, to expedite the workflow, I learned WordPress and updated the homepage, redesigned subpages, and created new landing pages on a monthly basis.
I shifted the photography from straight-on to a 60° angle and moved from black to a gray background, giving the images more depth and dimension. In this example, sweeping the strands of gold introduced movement and drama to an otherwise simple still life.
PHOTOGRAPHY
For newsletters and email invitations, a graphic mosaic approach reinforced the identity’s modern edge. I also ensured photography from partner brands was seamlessly integrated into the updated design system.
DIGITAL ADS
Our team designed and developed the brand's first animated digital ads, which was a huge milestone for such a traditional company.
EMAIL MARKETING
The first to champion the power of social media, I implemented a new content strategy on Instagram, which brought in an additional 10,000 organic followers.
SOCIAL MEDIA
