OVERVIEW
Poppy Barley is a Canadian footwear and accessory brand that is rethinking the fashion industry to produce ethically crafted luxury products at fair prices. The Poppy Barley brand is elevated, approachable, and timeless with a mandate to create products that are life-approved and worn on repeat. As Visual Brand Lead I oversee the art direction and execution of brand vision across all channels including the website, photography assets, email marketing, print materials, digital ads, and retail store design. Below is a sample of work done for the brand.
INVOLVEMENT
art direction, brand strategy, print and digital design, UX/UI design, photography
UX/UI DESIGN | WEB DESIGN
Design and build of landing pages used for brand storytelling, marketing campaigns, and events. Design and UX/UI for core transactional pages including the homepage, collection pages, and product pages. The design strategy for these projects was formed using analytics, customer data, and customer recordings in collaboration with developers, marketing leads, and copywriters.
Wireframing and final mockups were created in Adobe XD. Marketing landing pages were built in Shopify using HTML & CSS, while core site pages (homepage, collection pages, and product pages) were built by the developer.
The Poppy Barley homepage. See live page here.
Poppy Barley’s sustainability landing page. See live page here.
EMAIL MARKETING
Design for a variety of email marketing campaigns including product launches, storytelling deep dives, events, and transactional automations. All emails are designed in Adobe Photoshop and built using Klaviyo.
PRINT MATERIALS
Design of in-store posters, branded takeaways, event banners, window decals, and illustrations for packaging and product design. Responsible for graphic design and print production including liaising with printers and file management. Work created using Adobe InDesign, Adobe Illustrator, and tablet illustration.
Exterior hoarding design for the Poppy Barley store in Vancouver.
Packaging design for footwear and accessory boxes.
Branded postcard used in orders.
ART DIRECTION OF CAMPAIGN PHOTOGRAPHY
Including prop direction, set styling, model selection, posing and composition, as well as final image selection. Photographer: Alyssa Lau | Styling: Kalie Johnston
