Ashford.com is an online retailer for luxury watches, from inexpensive fashion brands to high end Breitling and TAG Heuer pieces, through to collectors' items whose price you shouldn't need to ask.
As Art Director, I was responsible for all the company's imagery and marketing material.
Photo: Christine Bronico
Marketing campaigns
My team and I delivered high performing campaigns that improved click-through and conversion rates across multiple channels and regions.
After developing a concept and key visuals for a campaign, assets were designed for our onsite banners, and adapted for relevant channels, including display advertising, affiliates, social media and email.
We also produced custom designs for specific channels and markets in collaboration with the CRM, social media and Chinese, Taiwanese and South Korean marketing managers.
Photography
Our talented in-house photography and retouching team produces all the onsite product photography. In addition, we expanded their scope to brand- and marketing-related photo shoots for use in campaigns. Over time, we built up an impressive library of original imagery.
Behind the scenes: Systems and processes
Studio transition
When I joined Ashford at the start of 2018, the company was in the middle of reallocating key resources from New York City to Tel Aviv. I was tasked with managing this transition for the design studio, from auditing and improving our workflows, to hiring and training design staff, and managing the photography team.
Design systems and assets
I developed frameworks and libraries that improved our efficiency in rolling out campaign assets. Sketch libraries enabled us to quickly and easily update imagery while maintaining consistency across different channels, formats and languages.
We also updated and standardised many of our assets in collaboration with the UX and development teams, improving consistency between marketing and onsite elements.
Credits
Creative Direction: Jonno Cohen
Design: Jonno Cohen, Bat-el Sheleg
Photography: Christine Bronico, Rachel Rednor, Michael Silvano
Retouching: Kye Ehrlich, Christine Bronico