Signage & Graphics Designer

Traditional sign holders limited:

• Storytelling

• Product education

• Feature impact on tables and specialty bays

After ideating and reviewing the designs through the different leadership channels, I gathered assets to produce new signs.

Introduced new signage formats:

• Table-top strips when vertical space is limited

• Risers & riser boxes for featured products

• Peg board fixture strips

• Clear jar inserts for specialty storytelling

• Table-top strips have become one of our most loved signage types. New formats expanded how signage could function beyond holders

Core departments relied on outdated signage that:

• Didn’t align with evolving brand strategy

• Overloaded customers with copy

• Varied widely from store to store

High SKU volume with frequent price changes.

Existing sign types didn’t flex well across SKUs, fixtures or seasonal needs.

Conducted multiple rounds of surveying stores and customers, researching design trends and creating iterations for leadership.

Led full redesigns, proofing, and execution for all in-store signage.

Focused on:

• Cleaner hierarchy

• Educational messaging over promotional clutter

• Modular systems adaptable by store size and assortment

• Cutlery sales immediately increased during the week of the new perimeter setup

• Improved store feedback on clarity and ease of execution

• Reduced need for emergency reprints and last-minute fixes

• Multiple redesigns adopted as new department standards

• Customers wanted to see swatches of available colors.

• Customers wanted to easily find the product on the website.

• For production - High volume of SKUs with no central resource for PIP images.

• Conducted a 5 store test for a new design

• Received feedback from customers, store associates, and leadership about what worked and what did’nt

• Collected PIP images for every Retail product, as well as the other pieces in the collection that were sold online

• Collected swatches of available finishes and materials for the collection

Led full redesigns, proofing, and execution for all in-store signage.

Focused on:

• Cleaner hierarchy

• High visibility for QR codes to lead to site

• Visual representation of other collection pieces and finishes for customers to see the variety and depth

• Sales at the test stores immediately increased

• QR code scans increased from the old design (had QR code placement on back of tag)

• Produced tags on a new material that is more durable and weather-resistant — less damage leading to lower reprint costs

There are multiple teams with in the Creative Department for omnichannel marketing, but content is not always consistent across the channels (site, catalog, retail, social).

QR signage existed, but:

• URLs weren’t always live at setup

• Teams lacked visibility into dependencies

• No standardized workflow tied signage to digital readiness

All signage is proofed in WorkFront with all other Creative teams added for visibility. Retail is produced first, and sets the pathway and trends for the other channels. Created a QR code confirmation workflow:

• Proactively emailed Site and Content teams

• Verified URLs were live and scannable before store setup

• Established QR usage standards within signage templates

• Partnered to track performance data and revenue impact

• Reduced customer-facing inconsistencies and errors

• Improved cross-team alignment and accountability

• Customer-generated revenue increased YoY

• Elevated signage from “static” to measurable sales tool

• Inconsistent signage organization store-to-store

• Consistently damaged signage arriving to stores

• Long pack-out meetings burdening other team members

Built a new New Store Opening signage pack-out system:

• Centralized Excel tracking with full print specs

• Direct coordination with print vendors

• Designed and implemented a signage cart + tag organization system

Led on-site trainings for:

• Signage Standards

• Signage Organization

• Tag tying and fixture set up

• Improved pricing accuracy and signage condition

• System adopted for all New Store Openings going forward

• Strengthened vendor and cross-functional relationships

• Improved signage compliance

• Gave back multiple hours to other team members

Created print ready PDFs for stores to access and print as needed based on their assortment. Produced over 1,500 promo signs each year with an average of 125 per month.

Features top-of-funnel marketing campaign taglines, usually tied to a specific event. Aligns with omnichannel marketing campaigns across site, catalog, social and retail.

Produced Premier Day and Warehouse Sale signage within an extremely tight time period. Created over 1,000 signs per year, with an average of 90 signs per sale. The highest sign count was in June 2023 with 128 signs for Kitchen and the highest in February 2023 for Home with 31 signs.

Supported the Store Optimization and Flagship Store Test projects by creating additional signage for select stores. This included signage across all departments but focused on Electrics, Cutlery, and Cookware. In addition to creating signage, I also helped implement the new signage and merchandise product in Bay Area stores. Working in stores always provides a great opportunity to see how stores are executing the signage direction and where pain-points may be.