DESIGNER
From 2013 to 2018, I acted as a Website, Marketing, and Graphics Coordinator at Sling It! Lacrosse. Initially, my role focused on website design maintenance, all channels of marketing, and creating design mockups for hard and soft team-sales products. Due to my interest in social media, our CEO allowed me to introduce the company to Instagram through social media content creation. In this self-defined role, I actively managed the brand's social media presence across Instagram, Twitter, Facebook, and Periscope. I was also in charge of facilitating in-house product and editorial photoshoots for the internal marketing efforts of five brick and mortar stores in
Northern California and Las Vegas.
For two years, I acted as a design and social media team of one. Eventually, I was able to delegate most of the social media posting process to dedicated event staff who were on-site at weekend events. Using social media, we were able to communicate with our followers and lacrosse industry leaders directly. I helped develop a dynamic strategy that was able to grow with changes in technology but kept an overall brand aesthetic that was easily recognizable from the store level. By promoting social relationships with our dedicated customer base, we were able to define how our brand stood out in a crowded niche sports industry. Before starting Sling It Lacrosse's Instagram account in 2013, they had minimal social media interaction. Their main digital marketing channel was through Constant Contact email campaigns and in-store signage. I was able to grow its marketing channel to include younger demographics with disposable income. Customers who were much more aware of industry trends and changes, allowing us to make smarter buying choices when we were replenishing inventory. To be successful, I utilized a series of online content and scheduling systems, including Onlypult, Iconosquare, and Hootsuite.
Photoshoot for Valentines day post.
Image created for banner images on the website, and mailing card sent to local area clients.
Sling It! Lacrosse website landing page
Sling It! Lacrosse website product pages.
Responsive mobile experience.
Instagram allowed for organic conversations between featured product partners and our clients direct, leading to a better informed customer base.
Unique photoshoot idea I created using lacrosse heads as sculptural art.
Effective use of hashtag terms and trends, coupled with direct account mentions with industry-leading brands has a groundswell effect when used efficiently.
This post was eventually reposted on the official @STXMLax account which bolstered Sling It! Lacrosse's national brand awareness.
Using Twitter, Instagram, Facebook, and Periscope we were able to successfully use Periscope live streaming video to cultivate a following for our weekly 30-minute show about all things Lacrosse stringing aptly named "String It with Sling It".
A sticker that was inspired by souvenir postcards.
Banner image with custom shot product images to convey the product on the move.
Custom banner images for website.
Photoshoot in San Francisco which I used to promote in-house apparel designs for the Work the Left brand.
Banner ad for Constant Contact email campaign.
Instagram image using same format as banner images made for website.
Photoshoot of multiple NIKE Women's product verticals.
Product photoshoot highlighting all angles of the product.
Retro 90's inspired design to promote a limited edition product.
Filling an image with a product is a fun challenge on Instagram.
I really enjoyed when I could use my background in sculpture to coordinate a photoshoot.
Details matter when you are trying to stand out in a crowded marketplace.
Instagram content created for a product giveaway sponsored by STX.
I love shooting bright colors anytime I get the chance.
But I can also make a photo shoot look great in black and white too.
Logo redesign for an annual lacrosse tournament called Western Winners.
Final 2015 Western Winners logo.
Just one part of my role in helping the team sales staff was creating support items like size information for clothing. Art content like this would need to be dynamic and flexible due to constant shifts in product lines, dye lots, and other vendor changes.
Composite of actual Nike product and artwork we would sell in a team store.
