Erin Fetherston
Pop-up Store Invitation

Client:

AbbVie Pharmaceuticals

Role:

Art Director / Creative Team Manager

Beachmint operated as a membership-based e-commerce destination, home to four unique brands: Stylemint, Shoemint, Jewelmint, and Intimint. Beyond just shopping, it delivered original content, personalized style advice, and a thoughtfully curated assortment of fashion. The product offerings rotated monthly, yet consistently featured a diverse array of items that rivaled comparable selections found elsewhere.

Embrace Experimentation

My design career was founded on a core philosophy: "Embrace Experimentation and Change." This wasn't just a catchy phrase; it was a commitment to developing a creative process that could adapt to any industry, project, timeline, or deadline. This flexible mindset proved to be incredibly valuable, especially when I ventured into unfamiliar subjects or fields.

One particular challenge that comes to mind was designing the launch invitation for Erin Fetherston's pop-up store. I was completely new to fashion marketing and e-commerce, and the project demanded content that resonated with a young female audience while simultaneously conveying a sense of exclusivity and luxury. These were two concepts I'd never had to tackle before, and it truly put my adaptable process to the test.

An Open Mindset

Given the unique challenges of this project (particularly my unfamiliarity with fashion marketing, e-commerce, and the need to blend youthfulness with luxury), my approach was based on maintaining an open mindset and focusing on strategic learning and design execution.

To tackle the unfamiliarity with fashion marketing and e-commerce, I initiated a deep dive into industry research, thoroughly researching Erin Fetherston's existing brand identity and examining how similar luxury brands in the contemporary fashion space communicated with their audiences.

beachmint EF invite mobile application sample

Erin Fetherston Look Book
Photography Art Direction

As the Art Director and lead designer, my role was to guide the photography team and junior designers in implementing the campaign's overall look and feel.