Digital Design & Art Direction |
Coach.com

 Elevated site, social, email and marketing design for global fashion house with modern layouts and treatment, resulting in beyond benchmark earnings during Black Friday, Cyber Monday.
Client: Coach.

Work includes concepting design assets, art directing creative produced by production team and executing final design layouts for site, social and email.

Launch of Cashin Carry

The Cashin Carry Cresent Bag is a re-edition of a 1973 bestseller. The brief for this launch asked to reintroduce this gorgeous style from the archive, bringing it to life for the modern day Gen Z customer. Following this directive, I featured this iconic on-figure shot that fit the look of the target customer and flooded the background in a muted green to showcase the bag. Below, I added in a 360 view of the Cashin Carry for the customer to get a sense of its wholistic look and feel. Because it comes in classic shades of brown and black, I balanced out the page by including those shades for the more color conservative shoppers.

Social

Email

Pinks With Staying Power

The brief for this site flip spoke to planting the seed of wishlisting fun new things before the valentine’s day launch. I chose to feature one of our favorite Gen Z on-figure models and flooded the background in a muted pink to showcase the bag. The client wanted to test a new feature, Add to Bag, below so I added in skus in a variety of pinks to represent the story: pinks with staying power. This page design did so well, we had to replace the hero image halfway through the flip run date as the suede bag sold out.

Black Friday Cyber Monday

From the Lyst Index Q4 2024: “Coach climbs 10 places to become the world’s 5th Hottest Brand, reflecting an exceptional quarter across all of our key Index metrics. A well-executed strategy to connect authentically with Gen Z customers has paid off, with demand up a staggering 65% quarter on quarter, and 332% year on year. Competitive discounts during Peak sale season allowed more customers to access hot Coach bags and made Coach pieces popular holiday gifts.”

Read it from the source here.

With Black Friday Cyber Monday as the most lucrative period of the year for most all ecommerce businesses, the goal for this creative was to keep bringing the customer back day after day for new deals. I worked towards this goal by designing landing pages that felt fresh and distinctively different each day, with eye catching color and a branded look for the homepages that funneled down to emails, social and marketing. This exciting, enhanced look and feel during this period resulted in beyond-benchmark earnings for Coach in 2024.