TOMS Mallow was one of the biggest product and brand launches after the TOMS rebrand. As the main designer for this launch, I was responsible for creating a visual story that embodies TOMS new brand and social impact strategy into the web platform as well as on OOH advertisement that was placed in the streets of Los Angeles and New York.

Target Audience:
- Fashion Early Adopters: Women 18-34
- Trend-conscious, on their own terms: This audience cares about fashion and trend, but are excited to put their own spin on it.

Marketing Objective:
- Use this youthful play on our icon to generate brand & product
consideration among a Gen-Z consumer.
- Primary KPI: Brand Consideration among W18-24 year old (2021 target: 14% from 12.6%

Impact:
Since launching the campaign, in the span of a month

- 49.4M Impressions on Social
- 287k Landing Page Views with 613k new visitors
(Mallow HP Hero launch had a strong interaction @ 6.3% compared to the average HP Hero CTR since February brand refresh, which is 5.9%. Hero engagement slowed down the following period with a different asset.)
- $90.4k in Revenue from Email Marketing
- 18M OOH Impressions in NYC, 35M in LA
- Mallow was the #2 product sold in the first month of launch


Creative Director | Steve Hoskins
Lead Designer | Rachel Kim

Website
Launch Email & Socials
OOH
Wholesale/Retail

RHA Collection is the only FDA approved hyaluronic acid filler for dynamic wrinkles and folds, one of the brands under Revance Aesthetics.

Our brand needed a visual refresh that better represented dynamic movement of the filler as well as diverse representation in skin tones in our marketing assets. As the Art Director, I art directed the new video and photoshoot and created brand identity that elevated existing RHA Collection by capturing movement, natural expressions, and elegant beauty tied closer to the brand personality.

Art Director | Rachel Kim
Photographer | Tina Piccard
Producer | Andrew Hamilton

Monochrome photo series with everyday objects

Personal project playing with color schemes, props, sets, compositions, and food.

TOMS Digital Marketing assets including web layouts, icons and email campaigns. TOMS went through a rebrand in 2021— I led the design efforts to refresh all email templates for product, social impact, welcome, customer retention onboarding emails.

Designer | Rachel Kim
Photographer | Al Noelle
Copywriter | Alex Fagen

Web Banners
Email Refresh
PDP Layout Page

Challenge
BloomNation had an access to six bulletin boards in the middle of the 3rd Street Promenade Santa Monica, one of the heaviest attraction sites in Southern California. Our challenge was to create engaging billboards that would allow people to stop and notice in the midst of busy pathways in order to bring awareness to our platform and our partner florists. 

Approach
Understanding that most attraction sites would often have entertainment and sites for experiences and photo opportunities, we decided it would be nice to have posters that would allow people to interact with. Our team decided that 3D Floral Installation would be a great campaign to test out. Along with four notable BloomNation florists in Los Angeles area, we created five beautiful 3D Floral Installations, and one explaining the concept of the installation similar to a museum experience. This supported independent florists to showcase their styles and social platform as well as BloomNation to explain company’s vision in helping out small businesses.

Role
Art Director, Designer
In collaboration with Amy Dubose, Amanda Latifi, MD's Florist, Carola's Floral Design, Here Come The Blooms, Sada's Flowers

Challenge
The goal of this photoshoot was to represent exploration, adventure and curiosity.

Role
Art Director in collaboration with Photographer Ganesh Hennigs
Also the model

Photography, Art Direction | Rachel Kim

Model: Anita Joo

Back To School campaign for TOMS

Challenge

To bring excitement around Back To School moment and have a cohesive visual noting of current circumstances with COVID-19.

Approach

With uncertainty of classroom setting as well as limited images of photoshoots taken place, my approach was to evoke the emotional response to consumers with the usage of colors, geometric shapes, and bold messaging.

Role

Art Director & Designer
Copy by Kendall Pillgrim

Illustration and brand mark to represent Tapestry LA at a female sports event.

Approach
Creating custom illustration to represent SuperWomen for the female team at Tapestry LA.

Email design for BloomNation
In collaboration with Cristel Rossignol & Emma Coria

Challenge
To create cohesive email marketing campaigns focused on different occasions, seasons and holidays.

Approach
Using illustration, floral arrangement, hand lettering, and photography, our team created visuals to communicate seasonal messages.

Role
Photographer, Illustrator, Floral Arranging
Handlettering by Cristel Rossignol

Challenge
Meeting room names are hard to remember. The challenge was to represent each meeting rooms by its name with hand lettering and illustration.

Approach
With each room being named after a flower, me and Cristel, an awesome hand letterer, worked together in what we do best.

Role
Illustrator
Lettering by Cristel Rossignol

Passion project for the love of patterns.

Approach
Using various elements that I like - steak, flower, and donuts! to create colorful patterns that can be placed on various surfaces.

Challenge
To evolve and develop cohesive identity using existing BloomNation's brand and create a brand mark, review badge, as well as marketing prints.

Approach
With existing brand guide we had in-house, I went through multiple reiterations to create a brand mark that would represent the slogan "Always Be Blooming." I wanted to keep it simple, but also personable and friendly to our business model for helping small local businesses. 

In collaboration with the product designer, I designed a badge that would represent all the positive reviews that were written for each florist's website. 


Role
Graphic Designer, Art Director, Motion Artist
Lettering by Cristel Rossignol
Tiffany Taylor, Product Designer

 

Challenge
To create illustration for on-boarding process for florists in partnership at BloomNation. In collaboration with Cristel Rossignol, Natalia Garduno, Emma Coria.

Approach
Our team had to find the easiest way to communicate the on boarding process of being on BloomNation platform to florists ranging from young & tech savy to traditional florists who were used to older technology system. In order to communicate efficiently to such broad audience, we had to make our messages extremely simple, yet clear. To make this possible, I went through different variations of illustrations and finalized them in a style that communicated the main call-to-action message for each email.

Role
Illustrator