At Proper Cloth, I own the design and evolution of the brand’s lifecycle email program, creating automated journeys, campaign creative direction, and merchandising experiences that guide customers from first discovery through repeat purchase. I also initiated the development of an internal email design system to standardize layouts, typography, and reusable components, improving consistency and scalability across the brand’s marketing communications.

My work focuses on balancing conversion and storytelling—using editorial design, product education, and clear merchandising to build trust with new customers while encouraging deeper engagement with the brand.

Lifecycle Email System

I design and maintain core lifecycle emails that introduce customers to the Proper Cloth experience and guide them toward their first purchase and beyond. This automated series highlights key value propositions—including our custom fit process, complimentary remakes, and product expansion—while gradually building brand trust through storytelling and product education. Each email is designed to balance clear conversion paths with editorial presentation, ensuring customers understand both the value of the product and the craftsmanship behind it.

Editorial Product Storytelling

In addition to promotional campaigns, I developed recurring editorial email series designed to deepen customer engagement through product storytelling and styling inspiration. These series—Proper Cloth Signatures and One Piece, Two Ways—highlight key garments and demonstrate how individual pieces fit into a broader wardrobe. I created distinct title treatments and layout systems to give these emails a recognizable editorial identity within the lifecycle program. By combining styled photography with curated product selections, the series reinforces the brand’s craftsmanship while helping customers visualize versatility across categories.

Seasonal Catalog Design

I designed the seasonal Proper Cloth print catalog, developing the layout system and page designs from scratch. I structured each spread to highlight key garments, fabrics, and styling combinations while maintaining the brand’s refined editorial aesthetic. The catalog blends product storytelling, fabric education, and seasonal looks to guide readers through the collection. The layouts were designed to balance editorial imagery with clear product information, creating a cohesive print experience that supports the brand’s marketing and retail efforts.

Promotional Campaign Design

I lead the visual design and creative direction for Proper Cloth’s major promotional campaigns, including Black Friday/Cyber Monday, Summer Sale, Sample Sales, and new collection launches. For each campaign, I develop the visual concept and design campaign graphics from scratch, establishing the art direction that carries across all marketing channels. These graphics are applied consistently across email, website banners, landing pages, and social media to create a cohesive campaign experience. This work plays a key role in shaping how Proper Cloth communicates major retail moments while maintaining the brand’s premium visual identity.

Marketing Landing Page

In addition to email campaigns, I design supporting landing pages that extend campaign storytelling beyond the inbox. This page aligns visually with promotional emails while providing a focused environment for customers to explore featured products and categories. The design emphasizes strong product presentation, clear navigation, and an intuitive path to purchase. This ensures a seamless transition from campaign discovery to browsing and buying.