I designed Lovepop's seasonal email campaigns, translating each theme into the inbox through custom hero treatments, modular product grids, and clear calls to action, then measured what worked. Year over year, click rate rose 44%, orders rose 68%, and revenue grew 74%, from $52K to $91K, on a comparable send volume.
I owned the design of the brand's seasonal holiday catalogs, printed books that introduced each new collection of pop-up cards and gifts to customers. The challenge with Lovepop's product is that its magic is dimensional: intricate paper sculptures that unfold and cast shadows. A flat page has to make that feel real, so every layout decision started with how to show depth, detail and scale.
My involvement began before layout. I was on set for the catalog photoshoots, working alongside the photographer to guide angles, lighting and styling so the images would fit the stories I was planning for each spread. Having a hand in the photography meant the pages were built around images made for them, not cropped to fit after the fact.
From there, I took each catalog through layout and into print, balancing seasonal storytelling with a clear product presentation that made the collection easy to browse and shop.
Catalog Design / Print Design / Layout & Editorial Design / Photo Art Direction / Seasonal Campaigns / Print Production
Scope
Sunflower Grand Bouquet
is a large-scale paper arrangement of laser-cut sunflowers, daisies and greenery that unfolds to over 14 inches tall, and its packaging had to prepare the recipient for that moment. I designed the full packaging system, a set of envelopes and inserts that each played a role in the unboxing, and treated it as a single experience rather than a stack of separate components. Foil accents brought a premium, gift-worthy finish that matched the product's scale. The challenge was coordinating many pieces across different sizes and print finishes so they felt cohesive as a set, while keeping each piece functional for protection, shipping and presentation.
