RoundGlass provides solutions that cover everything from meditation resources, end of life tools, nutrition education, workplace wellbeing, and healthcare management to raising environmental awareness and enabling the development of young talent through team sports.

I joined RoundGlass right before the meditation app launched, and contributed to the launch marketing assets and development of a streamlined design process. My role as a designer at RoundGlass is to implement the current branding to every touchpoint, while also evolving and pushing the brand guidelines. I was tasked to build out a user-friendly, responsive site experience, conceptualize social design strategies, ads for seasonal and evergreen campaigns, design for email programs and general marketing assets for internal and external use.

At Zulily, email marketing is a done a little differently than most places. When I joined the team, one of the first projects our team tackled was to redesign the daily email. This email gets delivered every morning, showing the customer the most relevant content and is the biggest driver to the site. It was a high priority to maintain a high open and click through rate, while providing a better user experience for the customer.

There are multiple emails that get deployed everyday, so it was important to create an efficient workflow for the design and email team, so I created an email templated system to highlight events and various programs. The email specialists can easily customize the emails with minimal code and effort. This allowed them to send emails out quickly and effectively, while making small tweaks that had high impact.

Another email touchpoint are trigger emails. These emails get sent after a customer interacts with the site. I took ownership of this channel on the lifecycle marketing design team and created most of the trigger emails. This was the most systematic group of emails that needed to work together as a family, feel branded and really focus on the user experience more than anything.

In order to deepen the team culture at Zulily, and amplify recruiting efforts, I was given the opportunity to create an internal sub-brand for the Zulily Tech team. By giving employees cool swag and a mascot to rally behind, the goal was to create a sense of community, boost employee engagement and create intrigue for potential candidates.

During the research phase, our team met with Tech employees in a focus group setting to get a better understanding of tech culture, vernacular, and day-to-day roles. Some of the key terms we heard to describe how Tech at Zulily is modular, inclusive and fast-paced.

I used the insights from the focus group and competitive research to create a logo that feels bold, inclusive, and empowered. Our striking brand colors are still prominent while the Zulily logo gets reduced to be a supporting element over the large TECH. To create a mark that is balanced and pleasing to the eye, the script Zulily logo is juxtaposed with symmetric style letters. The tagline “Code Wild” embraces how ferociously the teams work, and the word is set between carets to nod back to writing code.

A mascot is a great character and icon to rally behind because they increase brand awareness, they’re memorable, create a sense of community, exemplify Tech’s personality and improve employee morale. I did a lot of research to see how other tech companies utilized mascots and I was drawn to the android droid because of its versatility and personality.

Connecting back to our “code wild” tagline and how ferociously the teams work, we decided on a mascot that is whimsical and fearless and taps into our “playful” brand trait. To tap into Zulily’s “inclusive” brand trait, we gave Nano a personality, interests, various poses and outfits. We heard firsthand from tech employees that personalization and the idea of building blocks resonates with the team.

Results of our efforts are going to be reflected in time but it was exciting to see Nano stickers on Tech employees computers and work stations.

The Joy Of Shopping is a campaign that highlights the benefits of shopping at Zulily and introduces a price matching guarantee. While many consumers perceive Amazon or Walmart to have the lowest prices, Zulily’s price comparison feature ensures the customer knows they are getting the best price. The President of Zulily Jeff Yurcisin tasked Marketing to drive this initiative and my role was to design the landing page, concept/art direct the photoshoot and design the site treatments and homepage takeover.

Art Direction & Design: Leah Sacks

Design Manager: Kim Arispe

Photographer: Roy Marin

Stylist: Rebecca Gotz

Our team worked to launch and market the Zulily Credit Card program and my contribution was to design all the assets for the physical card and site. Some specific examples include the credit card landing page, email marketing campaigns and functional Synchrony email communications, site promotional assets, social takeovers, advertisements and print mailers.

I had the opportunity to conceptualize and art direct a photoshoot for the credit card Holiday campaign. The results were well received and evergreen enough to continue using the assets for multiple Holiday seasons.

First impressions are important, and Zulily was struggling to make a good one. The complex business model and long explanations regarding “where is my package?” are confusing to our customer.

The previous emails did a great job at highlighting the categories, but failed to explain the Zulily business model or set expectations about the shipping process. When new customers made their first purchase, they were often frustrated at the length of time it took to receive their item which negatively impacted NPS scores and repurchase rates. By educating the customer early on, we were able to set expectations accordingly.

I had to opportunity to completely rethink the customer journey and how our messaging and design can welcome, educate and engage a new customer. The major callouts were to highlight the value of Zulily, how shipping works, upcoming brand launches and connecting on social to get inspired. Working closely with a copywriter, we were able to create a friendly, conversational tone while educating the customer. All of the imagery used in this series was shot in-house and I got to be hands on with the art direction, location, model selection and look and feel of the photography.

Many components of the email were tested and continue to be incrementally updated for length, messaging, content, Gmail inbox placement, and performance.

The holiday season at Zulily is a very important time for the company and the Marketing Design Team creates a style guide for the whole company to utilize to keep the site and marketing material consistent. The concept was “Wrap it Up” and it celebrates the idea of abundant gift giving and a whimsical play on scale and color. The colors are rich and bright while still incorporating fresh variations of the traditional red and green. For this season, we were going for a more sophisticated look rather than kid focused.

My contributions include brainstorming the direction and themes for the season, sketching out the site treatments and photo direction, assisting in the art direction, mocking up assets for the style guide, design site treatments, email campaigns, illustrations and even wrapping hundreds of gifts.

Design Manager: Kim Arispe

Designers: Leah Sacks, Brittany Kolar

Photographer: Carlton Canary

Stylist: Angela Chilberg

For the Zulily rebrand, I was tasked with creating a new illustration style that would compliment the newly designed site and style guide. The initial need was to create an illustration system that could inform the customer about the shipping process while minimizing the need for so much explanation and copy.

Additional illustrations were created in a similar style to be used on various placements such as email, direct mail pieces, ads and presentations. I wanted the illustrations to feel elevated but still have a sense of fun and quirk to them. The logo is a little more hand-drawn while the site is angular and clean, so I wanted to find the right balance with the illustrations. The lines are all hand-drawn so there are no straight lines (fun) but minimal details and colors (sophistication). The shadows and dimension also add a tactile feel so they stand apart from the flat look of the site and logo.

I art directed a photoshoot in order to create an evergreen image library. Multiple design teams within marketing use the imagery for ads, email, presentations and direct mail print pieces.

Art Direction + Photo Editing: Leah Sacks

Photographer: Roy Marin

Stylist: Rebecca Gotz