OXO Brand Design (2023 - Present)
OXO, a kitchen and houseware company, has a brand identity that’s deeply rooted in product and lifestyle photography to communicate the durability, functionality, and longevity of its products. How do you keep a brand fresh when new photography isn’t always an option?
Design Lead
Photo Art Direction
Creative Strategy
Content Creation
Campaign Audit
Photo Art Direction
Creative Strategy
Content Creation
Campaign Audit
I approach it in three ways:
- Agility: Prioritize channels that move the needle and allocate design efforts, including setting up a design system and internal toolkit in Figma.
- Strategy: Create fewer, high-quality lockups leveraged by performance data and target consumer research.
- Collaboration: Infuse cross-functional partners’ insights and vision into the creatives through work sessions, while setting clear goals and actionable next steps.
As a result, positive YoY engagement was shown in recurring OXO campaigns, including email results that averaged $2.5K in revenue with CTRs of 4%. The pre-production I planned and led also helped reduce costly photoshoots and improve production workflow.
This was a learning experience for me to establish clear priorities before leading a campaign, and it created more opportunities to improve the brand’s design system.
Credit
Copywriter: Gretchen Zimmerman
Production: Nora Wilby, Brittany Horgan, Brian Kennedy
Website Design: Rachel Chung, Melissa Chong
Prop Stylist: Veronica Olson︎︎︎
Food Stylist: Michelle Gatton︎︎︎