Digital Banners
Tools: Adobe Photoshop
These digital banners were created for FreshDirect’s website to support seasonal campaigns, product launches, and on-site promotions. Each design blends bold visuals with clear, concise messaging to enhance the shopper experience. I craft every asset with attention to hierarchy, photo layout, typography, and seasonal tone, ensuring the banners feel cohesive within the broader brand system while still standing out on the page. I develop each banner using the finalized copy provided by our copywriter, adapting the design to highlight and strengthen the intended message.
Iconography
Tools: Adobe Illustrator
For this project, I developed a system of 20 callout icons representing key food attributes. Each icon was built using consistent stroke tools to maintain balanced line weight, then structured within a circular lockup paired with a unified typographic system. The result is a clean, trustworthy visual language that feels cohesive across applications and easy for customers to understand at a glance.
Shopper Marketing
Playbook 2026
I designed this Shopper Marketing Playbook for FreshDirect as a tool to send to vendors. The playbook breaks down complex brand, shopper, and partnership information into a clean, easy-to-navigate system. I focused on hierarchy, clarity, and brand consistency to guide readers through marketing programs and opportunities at a glance. My goal was to create a resource that feels both strategic and beautifully structured, giving the team a clear path for executing effective, on-brand shopper marketing.