Sur La Table
Timeline:
2-Days Support
Services:
Web
Digital
Role Overview.
As a Freelance Production Designer supporting the Makers Studio, I collaborated with copywriters, art directors, and designers to deliver a wide range of digital and packaging assets, ranging from web content, email building, as well as product packaging and in-store signages. My focus was on maintaining visual consistency, always with a technical production mindset for efficient creative execution.
I joined the team for my expertise in Figma, helping migrate existing projects, build new assets, and streamline workflows within this tool. I also supported in-house designers by introducing best practices and ensuring Figma was better integrated into their day-to-day production process.
Exploring further and testing the limits of Figma Make, I generated a tool that would turn an uploaded image and automatically detect the focus subject, adjusting to a set variety of artboard dimensions. This was created as an attempt to speed up a recurrent Production Request, which is the adaptation of concepts into multiple platform specs across desktop and mobile. When it comes to Sur La Table, it would easily adjust to fit multiple templates that would follow a similar a approach sectioning a design between copy and full bleeding images.
I also added optimization tool such as restricting file size, and offering format options for optimization.
Campaign Workflow.
Adapted concepts from an in-house designer into a wide range of digital formats for web, email, and social (across both desktop and mobile). I created comprehensive toolkits including components, variables, styles, and auto-layout structures to allow the team to quickly implement designs and automatically scale dozens of banner variations.
This dramatically reduced production time, managing iterations and integrating feedback. The modular system also made it easy to recycle and update assets for future campaigns with minimal adjustments.
TBD
Packaging.
Supported the creation and seasonal updates for product packaging, and prepared files for production. Note: Render below generated using ChatGPT.
Production Workload.
Daily responsibilities were divided into multiple areas: Direct Marketing, Email, Print Production (between marketing and packaging), and DAM Support.
In Direct Marketing, I produced banners to support product promotions across web and email channels. This also included supporting larger campaigns, such as Black Friday, Cyber Monday, and annual sales, ensuring all assets aligned with campaign goals and brand standards.
