ILIA Beauty
ILIA Beauty
At ILIA Beauty, I was Senior Digital Designer overseeing all digital projects associated with brand.com such as home page refreshes, content updates, landing pages, product pages, and general design; digital branding standardization initiatives, digital paid ads, emails, art direction for evergreen imagery and bi-annual digital campaigns, and content shared with our third-party retailers like Sephora, Space NK, and Credo, as well as education specific projects that range from training decks, product books, and instructional materials.
Email Template Creation
One of my first projects at ILIA was to create a new set of email templates. When I arrived at the brand, there was no a cohesive vision for emails and the overall design process was labor-intensive and unorganized with no clear layout conventions or typographical hierarchy.
My vision when creating these templates was to streamline the design and begin creating an identifiable look and feel for ILIA’s email communications.
Through standardized type styles, spacing, and image sizes, I created a system of interchangeable content blocks that was elegant and functional.
The modular system allows for content blocks to be switched in and out of layouts to suit the featured content. Modules can be continually refreshed while design remains cohesive between layouts.
The templates allow the brand to communicate a wide variety of information in a digestible and clean format that never is visually overwhelming.
Art Direction: Evergreen Photography
I art directed evergreen photography to be used on the ILIA Beauty website for category banners.
This imagery was also posted on the ILIA Beauty Instagram feed and was the most highly engaged product content of the whole year, reaching several thousand likes equalling about 155.9% over regular metrics and gaining 293.9% more engagement than all other still brand imagery.
Photography
Ryan Thomas Murray
Art Direction
Matthew Ramirez
Lighting
Ryan Spencer
Styling
Angie Baney
Retouching
Moriah Zagaglia at Fauxcal
Digital Visualization
Alex Estrella
Black Friday/Cyber Monday 2023 Digital Campaign
I art directed CGI imagery and motion to be used for the Black Friday/Cyber Monday 2023 campaign. I collaborated closely with the Content Director at ILIA and the CGI artist, James Conkle, to provide detailed instruction on lighting, motion, and blocking direction for all assets.
This suite of visuals and video proved to be some of the most successful creative assets for a sale, aiding the e-commerce team in surpassing their sales goals for the Black Friday/Cyber Monday period by 24%.
