SIGNAGE & GRAPHICS DESIGNER
Created visually compelling designs to align with omnichannel marketing for Williams Sonoma and Williams Sonoma Home brands. Managed merchant approvals, print timelines, and cross-functional communication with internal teams and third party print vendors. Developed a system of highly organized files and templates. Assisted in design and production of special marketing collateral for promotions, events, and new store openings.
Skills
Digital Design • Retail Signage • Visual Merchandising
Scope & Deliverables
Print-Ready Marketing Collateral • Packaged Adobe InDesign Files • Adobe InDesign Templates • Adobe Illustrator Line Drawings • Branding Guidelines
High-Impact Improvement Projects
Retail Signage Redesign & Font Updates
In 2023, I executed a complete signage and font refresh across all retail signage, updating over 1,600 assets. We went through multiple rounds of surveying stores and customers, researching design trends and creating iterations for leadership. I rebuilt content using new templates, ensured accuracy through multiple rounds of proofing and prepared final production files for the print vendor. The updated signage introduced a more cohesive look, improved hierarchy and added QR codes to support product education and digital browsing.
Introduced New Signage Formats
Created a new signage format for the cutlery collections at the Columbus Circle store location. I was presented with the issue of how to sign cutlery collections that were merchandised on multiple bars without duplicating the same perimeter pricing sign. After ideating and reviewing the designs with the team, we decided on beautiful photography of the cutlery collection, as well as the top-selling points as to "why it's a favorite." I collaborated with the design team to gather assets for these signs, and then produced these signs. Positive feedback was received from leadership when seeing these signs in person at Columbus Circle.
Workflow Optimization
Created a signage tracking sheet for floorsets to ensure all requests are captured and accounted for in proofing. This sheet also indicated if signage was new for the season, or a which season it was being pulled up from, so that it can easily be reprinted if needed. The sheet streamlined signage being placed on the floor, less signage missing from the floor, and eliminated the need for double-work when reviewing post-floorset.
Supported and developed a relationship with the Outlet teams by creating a SharePoint page to reference their promo material, and for these files to live in an accessible location. Refreshed 18 Kitchen category backers, 39 Home category backers, and 14 percentage of backers for a cohesive look and adhering to brand guidelines. Produced over 85 promo signs for kitchen and home outlets.
Marketing Content Strategies
Corporate Social Responsibility
Highlights the brand commitment to the environment and global communities, from eco- and Fair Trade certifications to charitable partners.
Features & Benefits
Educates consumers on key selling points to serve as stand-alone purchasing guides. Often formatted as bulleted, 1,2,3 or comparison-style signs.
Flavor & Product Guide
Serves as all-in-one overview and index to collections with numerous products, uses and flavors, from Cocktail Mixes to Espresso Machines in Core and Seasonal categories.
Assortment & Pricing Guide
Serves as all-in-one overview and index to collections with numerous products, uses and flavors, from Cocktail Mixes to Espresso Machines in Core and Seasonal categories.
Product & Collection Launch
Introduces a new product launch or collection showcasing top “why to buy” differences. If featuring a WS product, this sign is used to communicate “The Williams Sonoma Difference.”
Omni-Channel Campaigns
Features top-of-funnel marketing campaign taglines, usually tied to a specific event. Aligns with omni-channel marketing campaigns across site, catalog, social and retail.
Promotional Signage Strategies
Print-In-Store Signage
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.
Premier Day & Warehouse Sale Signage
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.
Special Projects
Visual Merchandising Department Special Projects
Signage helped support 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.
Recent Portfolio Projects