Mother’s Day 2024 campaign photography and video assets deployed across all key touchpoints for visual consistency and storytelling impact. Mobile & Desktop: Website | Email | Social | Digital Ads
PROJECT OVERVIEW
Served as Global Creative Lead for Safyre Labs, driving brand elevation, customer engagement, and digital transformation. Led the DTC jewelry brand’s first professional photography campaign for Mother's Day 2024, refreshing brand storytelling, optimizing the mobile-first customer journey, and ensuring omnichannel creative consistency.
CHALLENGE
Modernize Safyre Labs’ brand identity and digital presence to resonate with a broader, more sophisticated customer base, while optimizing the customer journey and improving channel-specific engagement metrics.
STRATEGY
• Directed a full creative refresh, establishing new visual systems, style guides, and AODA-compliant design frameworks to ensure brand consistency across digital and physical touchpoints.
• Led the full-scale production of the brand’s highest-investment campaign, elevating brand storytelling and creating emotional resonance around seasonal gift-giving.
• Implemented a mobile-first redesign of Jewlr.com, improving UX/UI navigation, enhancing visual content hierarchy, and streamlining customer flow from discovery to purchase.
• Introduced structured creative briefs and workflow processes, aligning creative output directly with marketing and business KPIs.
• Leveraged data-driven segmentation to customize visual messaging and campaign assets for key customer personas.
Mobile-first redesign optimized for customer-centric journey.
• Implemented AODA compliance across all digital channels.
• Improved user experience, increasing average time on site by 50%.
• Reduced bounce rate by 30%.
• Enhanced customer journey through design optimization, achieving a 38% increase in customer retention rates.
• Redesigned email templates, driving a 67% increase in open rates and an 80% increase in click-through rates.
• Led the Mother’s Day gifting campaign, resulting in a 50% YOY revenue increase.
Jewlr x INDOCHINO Collaboration
Excited to have led Safyre Labs’ brand transformation and digital optimization, delivering measurable business growth through customer-centric creative leadership.
