Spin-it by Tail Activewear

Directed photoshoots for new products and edited images to be catalog/web ready. Created branding guidelines (fonts, color palette, mood boards, iconography). Rebuilt Spin-it’s website, boosting conversion rate from 0.5% to over 3%. Led marketing strategy, achieving 50–90% higher monthly sales YoY. Developed and executed a social media strategy, resulting in a 30%+ increase in follower growth. Designed print and digital product catalogs. Designed physical promotional assets such as signs, banners, postcards, and stickers. Created ads, email blasts, and updated digital content for web and social media.

Purpose

Create branding guidelines and marketing plan to grow business and strengthen brand identity. Lead marketing team to ensure new plan is implemented cohesively.

Tools

Illustrator, Photoshop, InDesign, Shopify & Klaviyo

Spin-it Season 3 Catalog Brochures

The PDF above contains 3 catalog brochures. Each brochure represents a collection within Spin-it's third season. This project spanned the entire length of my time working with Spin-it and allowed me to gain more experience planning long term projects and leading teams.

Here is a summary of my roles in this project:

Created design concept and execution plan for entire catalog
Allocated tasks within the design and production teams
Planned and directed lifestyle photoshoots for catalog imagery
Planned and directed studio photoshoots for product hollows
Made all selects and prepared imagery for editors
Worked with our printer to test colors and decide on brochure type (deciding on a double gate fold brochure)
Designed the catalog layout and inserted all information/imagery using InDesign

Spin-it Website

Email sign-up form designed on Illustrator and implemented through Klaviyo.

Quick add to cart hover feature custom coded and implemented through Shopify. Product color swatches on hover implemented using Globo as well as custom coding.

Product pages customized to include product review ratings and color swatches.

Email sign-up form designed on Illustrator and implemented through Klaviyo.

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Summary:

I was tasked with recreating the Spin-it website to improve design and increase conversion. They wanted to continue using Shopify, but migrate their website to the Streamlined Shopify theme. I seamlessly migrated their products to the new theme and rebuilt the home page, product pages, size guide, about us, FAQ, teams and career opportunity pages. I also implemented new functionality such as color swatches, a quick add to cart hover feature, pop-out product filter, free shipping threshold in cart and more. After implementation of the new theme conversion jumped from .5% to over 3% and AOV increased by over 30%.

Digital Advertisements/Social Media

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Images:

Videos:

Summary:

Above is a collection of advertisements I created throughout my time at Spin-it using Adobe Illustrator, Photoshop and Premiere. All social media advertisements were created in both 1080x1080 and 1080x1920 formats for ample usage compatibility. Some digital advertisements are designed for web banners or other applications.

Photoshoots

Summary:

In my time at Spin-it I planned, coordinated and directed all of our photoshoots. Above is a collection of some of my favorite lifestyle images. For all the images above I booked the locations, models, hair/makeup artist, photographer and photographer's assistant. I also picked the outfits, planned the shots and made the final selects after each shoot.