DÔEN MARKETING & BRAND DESIGN
Working with a brand in the midst of a new design identity is a thrilling experience. I was lucky enough to work closely with the Creative and Marketing teams to create beautifully designed templates for use across all marketing assets. Curating and designing interesting layouts that each express the communication goal in unique and individual ways was an exciting obstacle to take on.
To create beautiful compositions which also lend themselves to the specific needs of the brand is a finely honed skill.
Scroll through the newsletter “Postcard from Oregon”, Dôen’s Fall Chapter 3 collection from 2022; an example of a journal layout with scrapbook elements scattered throughout.
Simple, collaged categories for a “coming soon” teaser.
“The Making of Our Fall Collection” newsletter from Dôen’s Fall 2023 collection. Detailed journal email utilizing collage elements, production sketches and notes, as well as an in-office photoshoot to showcase the behind the scenes process.
“In the Denim Design Studio” newsletter from Dôen’s Fall 2023.As the Design Director for the brand, my ultimate goal was to curate an effective and cohesive system for our marketing needs. I designed a multitude of different newsletters with a specific purpose for each one; from simple single product emails to complex design studio layouts which are educational & translate into long standing journals, each constructed to complement and reinforce the marketing needs.
To the left; examples of detailed storytelling used in both newsletters and journals to showcase a deep dive into our process and behind the scenes of our collections. The design is created to be engaging, informative, and to be used for longevity.
To the right; samples of a few Accessory Spotlight newsletters. To create interesting designs in order to push smaller capsules of our collections, which naturally have less content imagery, we either rely on unique community storytelling with user generated film imagery or expert testimony (ie. our footwear designer explaining the ideation behind the new products) and in-office photography.
To the left; examples of detailed storytelling used in both newsletters and journals to showcase a deep dive into our process and behind the scenes of our collections. The design is created to be engaging, informative, and to be used for longevity.
To the right; samples of a few Accessory Spotlight newsletters. To create interesting designs in order to push smaller capsules of our collections, which naturally have less content imagery, we either rely on unique community storytelling with user generated film imagery or expert testimony (ie. our footwear designer explaining the ideation behind the new products) and in-office photography.
Truncated versions of “The Fall Footwear Edit”, “Introducing the Sophie Bag” from Fall 2022, and “Margaret’s Closet” 2023.
“Just In” newsletter designs, showcasing special capsule launches such as DÔEN Heirloom, Delicates, and Swim collections. Creating excitement with a mix of behind the scenes, trade process shots, stylized product shots, and community imagery.
ECOMM INTEGRATION
For Dôen’s Fall 2023 Collection Launch, we incorporated ecommerce imagery into the brand’s content portfolio. We worked to create high-editorial designs to utilize this new ecomm photography seamlessly into our usual campaign content-based newsletter layouts.
Left, Editorial & Film Scan-inspired newsletter headings for Delicates and Foundational staples; an easy way to show multiple similar products at the top of email.
VARIOUS JOURNAL NEWSLETTERS
I designed a wide range of layouts to use across our different journal, or scrapbook-type, newsletters. Each new story can be brought to life with a different approach depending on photography and substance.
Far Right;
“A New Leaf” Fall 2022 collaged newsletter, full of community content and personal imagery. Each section leads with a poetic and romanticized autumn activity with matching, cozy pictures.
“One Morning in Maine” a quick one-shot newsletter from Fall 2022 featuring the collection’s latest styles on one of our model friends, featuring scrapbook collage to curate the deep fall seasonal aesthetic.
“Journal | Home For the Holidays” a Winter 2022 journal newsletter, focused on one of our muses and friends of the brand. Shot in Pia’s backyard with her family, this sweet story is mainly shown through an afternoon on film.
“Overalls on Friends” a simple one-product newsletter from early 2023, collaging community images.
“Postcard from Denmark” another seasonal journal from Pre-Fall 2023, our friend and model shows off the latest pieces while giving a helpful list of her favorite Copenhagn spots.
“Our World | DÔEN & RMS Beauty” an early Summer 2023 informational, behind the scenes look at our collaboration with RMS.
I designed a wide range of layouts to use across our different journal, or scrapbook-type, newsletters. Each new story can be brought to life with a different approach depending on photography and substance.
Far Right;
“A New Leaf” Fall 2022 collaged newsletter, full of community content and personal imagery. Each section leads with a poetic and romanticized autumn activity with matching, cozy pictures.
“One Morning in Maine” a quick one-shot newsletter from Fall 2022 featuring the collection’s latest styles on one of our model friends, featuring scrapbook collage to curate the deep fall seasonal aesthetic.
“Journal | Home For the Holidays” a Winter 2022 journal newsletter, focused on one of our muses and friends of the brand. Shot in Pia’s backyard with her family, this sweet story is mainly shown through an afternoon on film.
“Overalls on Friends” a simple one-product newsletter from early 2023, collaging community images.
“Postcard from Denmark” another seasonal journal from Pre-Fall 2023, our friend and model shows off the latest pieces while giving a helpful list of her favorite Copenhagn spots.
“Our World | DÔEN & RMS Beauty” an early Summer 2023 informational, behind the scenes look at our collaboration with RMS.
Introduction to the “Summer Feeling” Dôen’s Summer 2023 Scrapbook email.
Examples of Dôen Journal entries; layout and design based on content, interview material, and photography.
Dôen website Journal homepage.ON SITE JOURNALS
Far Left;
“At Home with Deborah Needleman” an interview journal with a creative friend in her studio.
“Late Summer on the Farm” a photography based journal.
“Our Collaboration with Dronme” a deep dive into our denim launch; designed to incorporate her own handwritten musing, interesting imagery play, and beautiful introspection.
“Arty Parties with Julia Sherman” blending together of lifestyle aesthetic with career in the form of a special recipe.
“From England with Love” a photo-journal of our overseas trip to the Cotswold for the Fall 2022 photoshoot.
“In the Design Studio” layout reflective of a behind the scenes newsletter.
“In the Cotswolds with Miranda Brooks” a snapshot day in the life, interspersed with interview questions and quotes.
“Behind the Block Printing Process” a presentation of our special hand-made prints.
Dôen Collection Launch Newsletter, Prelude 2023.
PROUDUCT NEWSLETTERS
Product focused newsletters are an important part of the business, to push inventory and present different items from the collection. Ideally, each piece of necessary marketing should be as appealing, well-crafted and beautifully designed as possible with a fully fleshed out story with supportive content and imagery.
Right;
“New Print | Jardin du Palais” a thorough dive into the Summer 2023 print with inspired floral reference, community images and an accessory spotlight.
“The Gingham Guide” explanation of each type and fabrication of our many Summer 2023 gingham pieces, as well as customer content.
“The Edit | Fisherman Sweaters” collection of our sweater offerings with campaign imagery and up-close textures; additional storytelling through a maritime reading list with nautical scrapbook elements.
“Our Founders’ Favorite Top Has Arrived” a single item product email which dives into our whole silk collection, supported by our founder’s very own personal images and Spring vacation inspiration.
“Layers for Lounging” a late winter edit for all pointelle product featuring a special one-off shoot with our model friend Alex.
“Equestrian-Inspired Favorites” single item spotlight that evolves into a more generalized countryside scrapbook and a look at some on-set content.
“The Edit | ‘60s-Inspired Treasures” a follow up to the launch email for Fall 2022, the recap email focuses on a wider berth of product assortments.
“Color Theory” a category newsletter to show the breadth of colorful Prelude knits.
“By the Seashore” a playful print email inspired by the Summer 2023 collections with additional swim capsule moments and a sweet Solstice moment.
Pointelle Edit Newsletter “A closer look at one of our beloved fabrications” from Prelude 2023.DÔEN SOCIAL ADVERTISEMENT
Narrowing down top campaign imagery, meeting with the marketing and production team to ensure top products are featured, and arranging them in a compelling way takes time, organization, and decisive art direction. I was lucky enough to have led Dôen’s advertisement visual design through the brand’s identity update and into its new era with carefully curated imagery.
Directly right, click through to see the top, most successful social ads for Dôen from Prelude 2022 through the latest Fall season in 2023.
Example Social Media grid utilizing Dôen ecommerce imagery for Spring 2023.
Instagram stories designed to cohesively mirror the current newsletter communication.
DÔEN SOCIAL MARKETING
Creating a consistent and meaningful narrative across all brand platforms is necessary in this new age of information consumption. A younger audience may not be as engaged in email campaigns, and therefore it’s essential to design beautiful and concise instagram stories to relay our storytelling in different yet appealing ways.
Left, Newsletter and journal stories “Dôen Heirloom: Hand Painted in Uruguay”, “Journal: Postcard from Denmark”, “Behind the Scenes: In Margaret’s Closet”, and “Inside the Design Studio”.