— PROJECT NAME
Multi-Brand Digital Systems
IndiMade Brands: Wholesale Supplies Plus & Crafter’s Choice
— ROLE
Art Direction
Brand Design
Digital Design Systems
Icon System Design
AI Image Direction
Campaign Design
E-Commerce Visual Design
— DATE
2022–2026
As IndiMade Brands evolved its portfolio, I developed digital systems for Wholesale Supplies Plus and Crafter’s Choice across social media, email, e-commerce, AI-assisted imagery, and iconography.
The work created a more connected multi-brand system, helping each brand show up with greater clarity, consistency, and intention across digital touchpoints.
During a reported WSP Meta campaign period, Instagram views increased 83%, reach increased 45.2%, engagement increased 29.3%, and link clicks increased 23.2%. Facebook also showed growth, including a 46.7% increase in reach, 63.3% increase in views, and 66.1% increase in engagement.My design work supported the broader social strategy through static campaign visuals, modular templates, product education graphics, and paid social assets.
E-COMMERCE VISUAL SYSTEMS
Created product-focused digital assets for PDPs, Amazon A+ content, and e-commerce touchpoints, category banners helping simplify product information through clear hierarchy and branded visual structure.
DIGITAL MARKETING CAMPAINGS
Designed modular email layouts that translated brand direction into clear campaign communication, supporting hierarchy, product storytelling, and visual consistency.
AI-ENHANCED CAMPAIGN IMAGERY
Challenge
Photography resources were stretched across multiple product launches, campaigns, and seasonal priorities, making it difficult to create custom visuals for every digital need.
Approach
I used AI-assisted image creation as an art direction tool to explore styled environments, visualize finished product outcomes, and support campaign storytelling when traditional photography was limited or unavailable.
Result
The workflow helped expand visual possibilities, support faster campaign development, and create more engaging product imagery while maintaining brand consistency and creative control.
Silicone Molds Tests – Original Image
The product asset showed the silicone molds clearly, but focused mainly on the tool itself.
AFTER:
MODULAR SOCIAL MEDIA TEMPLATE SYSTEMS
Reusable social and content systems designed to support product education, seasonal storytelling, campaign content, and recurring brand communication across digital platforms.
Challenge
Recurring social content needed to stay consistent across product education, campaigns, trends, and seasonal themes.
Approach
I created modular layouts using repeatable typography, hierarchy, image placement, and callout styles that could flex across different content types.
Result
The system created a more cohesive social presence while making high-volume content easier to scale across digital platforms.
DIGITAL ICONS & NAVIGATION SYSTEMS
A cross-channel icon system created to support social media, website navigation, content categories, and customer education across WSP digital touchpoints.
Challenge
Recurring content categories needed to be easier to identify across social and website touchpoints.
Approach
I developed a shared icon language using consistent color, circular framing, proportion, and illustration detail. The “Makers” icon required the most refinement because it needed to represent the customer, the creative process, and handmade production within a small format.
Result
The system created a clearer branded navigation experience and was implemented across WSP’s social presence. The final icons were well received by leadership.
Social Navigation Icons
The “Makers” icon was the most complex concept in the set, requiring a small-format illustration that represented the customer, the creative process, and the handmade nature of the brand.
Website / Utility Icons
Utility icons extended the brand system into website and e-commerce touchpoints, helping customers quickly recognize actions, services, and shopping-support features.
