About This Project
Overview — Designer with WWD: A pioneer in fashion journalism, Women’s Wear Daily has a storied history of breaking news, unveiling groundbreaking announcements, and setting the stage for industry-defining trends. Today, this legacy of innovation continues as they remain at the forefront of fashion, firmly established as the authority in the world of fashion news. My design work for Women’s Wear Daily consisted of design work based on seasonal trends, fashion shows and targeting certain audiences with subscription sales of the news outlet.
My role: As the freelance marketing graphic designer for WWD, my role involved conceptualizing, designing, and producing a diverse range of digital imagery to support marketing initiatives. I was instrumental in developing innovative visual concepts that effectively communicated fashion trends, news, and announcements, ultimately driving engagement and supporting the company as a leading authority in the fashion industry.
The problem: Stay ahead of the curve by constantly observing fashion trends and adapting them to a brand that has always showcased their chic’ and clean look. While simplicity can be refreshing, it can also limit creative freedom. Aiming for a balance between innovation and maintaining the brand’s core aesthetic can be challenging.
Outcome: Designing visual campaigns for WWD helped subscription retention and generated 40% increase on click engagement from 2020-2022; an increase from the previous 4 years prior. My leadership as the marketing designer helped produce over 135 sets of ad campaigns, consisting of email headers, social graphics, web display banners and landing pages. These campaigns were aligned with seasonal fashion events throughout the year such as Milan Fashion Week, New York Fashion Week, Canne’s Film Festival, Back to School season, Paris and London Fashion Week and Piti Uomo among others. I took risks during the conceptualization of advertisements all while prioritizing the current status of Women’s Wear Daily as a global fashion powerhouse—its ad campaigns have consistently evolved while maintaining a core brand identity. Each campaign has been crafted to resonate with a diverse audience, from the fashion-forward elite to the everyday consumer.
