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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, look books and presentations. I also introduced seasonal lifestyle campaigns created daily social media content,
and designed four luxury jewelry pieces.
BEFORE
FORMER BRAND IDENTITY
At the time I began, GURHAN's identity was outmoded. The color pallet was dark and unclear, and the display typeface was inappropriate for a sophisticated brand. The jewelry photography was uninspired and the website in desperate need of an update.
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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 changed the angle of our photography from straight on to 60° and shot on a gray background rather than black, which gave the images more dimension. Sweeping the strands of gold added some drama to an otherwise simple still life.
PHOTOGRAPHY
For newsletters and email invitations, the graphic mosaic style reinforced the identity's new modern edge. I also made sure to seamlessly incorporate any photography I received from other brands.
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
