I joined the company a couple of months after its launch as an associate creative director. I designed and executed a complete redesign of their existing site, with the help of their development partner, Acadaca. I also overhauled the art direction of all photography assets, from product details to laydowns to studio and location photography.

The redesign launched in early October and immediately saw improvements in conversion, AOV and time spent on site. From a piece in the NYTimes:

The value of an average order increased by 34.5 percent. Before the photo refresh, the average visitor to the site spent $100. Post refresh, the average visitor spent  $134.50…

Visitors who left the site after viewing the home page declined by 5.2 percent. … Updated, the site has been able to engage more of those potential customers.

The percentage of customers who actually buy something — the site’s conversion rate — grew by 13.9 percent.

At the beginning of 2013, I assumed the role of creative director and added content strategy/creation to my list of responsibilities, along with budget management, collaboration with two partner agencies, and leadership of a small internal creative team. As one of the primary protectors of the brand, I weighed in on everything from social/earned media initiatives to product development.

Although I was only with the company for a short time, I’m very proud of the foundation I was able to build for them to move forward with.  Visit »

Website Design:

E-mail Design:

Briefs:

My primary role will be to guide and shape the look & feel of the brand, through all its channels, which includes the website, printed materials, advertising and in-store experience. I’ll be involved in all aspects of the work, from strategy to conception to execution.

Honestly this work feels like fun to me, which hasn’t really ever happened, so I’m pretty stoked.

The biggest project so far has been to repaint the back stairwell (20 foot ceilings!) and re-hang old and new artwork in it. I’ve always had tons of art on the walls in every place I’ve lived, and I’ve still got wallspace, so the collection continues. I’m especially excited about the Michael Gillette piece “Joko”, Rodarte-designed poster for one of my favorite films, Breathless by Jean-Luc Godard, and a photograph by Laura Plageman. Nice to mix in pieces amongst all the work by Nathaniel Parsons.

Other big projects on the horizon are refinishing the front door (complete with commissioned stained glass window by Ted Ellison) and painting the front steps/railing.

Our garden has awoken and has started to say hello too. Bright purple crocuses planted two winters ago have returned, and daffodils and tulips from two years ago & this past winter are peeking out too. I think it’s going to be a glorious spring in the backyard.

& of course there’s fantasy basketball, which is my biggest obsession. For those who are interested, my team formally known as “Tha Nub” now known as “Linoleum” (everyone in our league has a team know paying homage to Jeremy Lin), is still IN FIRST – first since the beginning of the season. But this week that may all change since I am doing battle with Joanna’s team, who is only 2.5 games back in second. Say a prayer for the nub, won’t you?

Things that will happen: read mj’s new book, see molly nilsson, see nathaniel’s new show, spend a week in ohio, go to nyc for a big party.

With the help of my friend Nathaniel, we framed it out and boxed in the planter area using pine and 1/4″ cement “hardie” board. I sanded and painted everything using my favorite patio shade, “Black Jack” by Benjamin Moore, and filled it all with The Dry Garden’s succulent & cactus blend. The plants were purchased from The Cactus Jungle and Alex Rigg in Berkeley (Alex sells the most amazing varieties of succulents and cactii out of her house on Delaware street between Sacramento and California).

PS- if you’re interested in some of the plant varieties shown, I’m cataloguing them on Pinterest.

Update: all of the plants are still alive, some getting a little “leggy” and losing a bit of their red color, but otherwise still looking like they do in these pics.

Early look & feel studies:

I’m also enjoying the pace of these days, time seems to move a little slower, and I’ve been fortunate to work from home a little more. We have new neighbors up the street, neighbors that play magical loopful banjo tunes and the occasional shoegazery melody. As much as I wish we could move out of this neighborhood, I have to admit there’s a vibrancy and soulfulness to it too, that I’d miss. We’re hanging pretty tough here.

It’s always a sad time of year for me though, the week after the Tour de France has ended. Not sure how I became so attached to those three weeks in July every year… sports in general is now my lifeline, my constant. There’s always something to look forward to, and I feel comfort that millions of other people are also looking forward to the same things. It’s the same feeling I’d get from hearing the sounds of late night television (M*A*S*H or Hawaii 5-0) coming from my parents’ bedroom. I always felt safe knowing they were still up.