W E LC O M E TO T H E P O R T F O L I O O F S H A N N O N S H AY
Graphic Design • Digital Design • Creative Concepting • Branding Ty p o g r a p h y • R e s p o n s i v e D e s i g n • U s a b i l i t y S t u d i e s Photography • Merchandising • Social Media
fall collection
Here are examples of emails that I followed through from the beginning of the creative process to the end. That process included: trend recognition, merchandis ing, story telling direction, creative direction, photo prep and final des ign.
Our emails and landing pages have proven to be a great platform for dis playing promotions , trends and plenty of story telling. Emails make up between 35% - 45% of s ite s ales and have generated over $16 million in s ales s ince August 1st, 2 016. Their open and click through rates are cons istent with the industry average of 17%.
C AT H E R I N E S FA L L C A M PA I G N S
E m a il
H o me page
Mobile
C AT H E R I N E S FA L L C A M PA I G N • E M A I L S
C AT H E R I N E S FA L L C A M PA I G N • E M A I L S
C AT H E R I N E S FA L L C A M PA I G N • T I M E D E M A I L S
curvy collection
Work ing on a new caps ule collection for Catherines was exciting. The Curvy Collection is targeted towards a younger, fas hion-forward customer that feels empowered, confident and s exy in her own s k in. I partnered with s everal departments across the bus iness to express that idea in my vis uals through photography direction, des ign and copy.
C AT H E R I N E S CURVY COLLECTION • EMAILS
A n i m at i on o n e
Ani mati o n two
Animation three
C AT H E R I N E S C U R V Y C O L L E C T I O N • H O M E PA G E & L A N D I N G PAG E
H o m e Pa g e
Landi ng Page
holiday concepts Catherines 2 016 holiday strategy was bas ed around a very profitable gift guide campaign whos e content focus ed on a “Gifts for Me” & “Gifts for Her ” approach. There was an opportunity to s how our gifting merchandis e in a different way than ever before. My vis ion for this campaign was to be more witty and playful with the props we us ed throughout our emails , landing pages and s ite creative. This year ’s gift guide campaign was the most s uccess ful in the s ix years I have been at Catherines . Cyber Monday is one of the most profitable days for our E-Commerce department and this year broke $1 million in s ite s ales for the first time in company history. We s ent 3 emails on Cyber Monday which accounted for 36% of the $1 million in s ales .
C AT H E R I N E S H O L I DAY 2 0 1 6 • E M A I L S
A n i m at i on
C AT H E R I N E S H O L I DAY 2 0 1 6 • E M A I L S
C AT H E R I N E S H O L I DAY 2 0 1 6 • L A N D I N G PAG E S
C AT H E R I N E S H O L I DAY 2 0 1 6 • B A N N E R S
style ambassadors
Our miss ion at Catherines has been to develop an ongoing two-way convers ation between our brand and plus s ize women to fuel brand awareness , advocacy and s ales . Our Style Ambass ador program has increas ed our following by 2 0,000 on Instagram with an incremental increas e of about 2 00 followers with every content refres h. Each refres h creates excitement and envy among plus s ize influencers by s howing our Style Ambass adors having the time of their lives . We s howcas e thes e activations through email promotion, s ite creative and s ocial media. Thes e layouts always have a s pecial des ignelement, whether it ’s a new typeface, icon or photo treatment. We like to make this content feel more fas hion-forward to compliment the fres h pers pective the Style Ambass adors give to the Catherines clothes .
C AT H E R I N E S STYLE AMBASSADORS • EMAILS
C AT H E R I N E S S T Y L E A M B A S S A D O R S • L A N D I N G PAG E S
W AT L E E B U R P E E & C O 2 0 1 1 • D I G I TA L
W AT L E E B U R P E E & C O 2 0 1 1 • P R I N T PAC K E T S
SPIRIT OF PHILADELPHIA 2016 • HAND OUT
PRINT DESIGN 2016 • POP-UP SHOP POSTER
RITTENHOUSE SQUARE 2010 • DIRECT MAIL
RITTENHOUSE SQUARE 2 0 1 0 • S I G N AG E
WELCOME
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B OY D S P H I L A D E L P H I A 2010 • DIRECT MAIL
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M I C H I G A N S TAT E 2 0 1 0 • S K E TC H • V I D E O
S H A N N O N S H AY GRAPHIC DESIGNER ShannonLeighShay@gmail.com
www.ShannonShay.com
47 10 Richmond Street Philadelphia PA
215·254·0852