The Challenge
ThirdLove needed to drive foot traffic and digital-to-physical conversion within a tight turnaround using a limited existing asset pool.
Strategy + Creative Role
Leverage a product giveaway to drive high-impact in-store traffic. Visuals emphasized inclusive representation and clarity of CTA across email, homepage, and social.
ThirdLove was preparing to launch its first-ever physical retail location in the U.S., marking a pivotal moment in the brand's evolution from digital-first to omnichannel. The goal was to design a high-impact, conversion-driven campaign system that could scale across web, email, and in-store touchpoints, using existing brand assets under tight turnaround.
I served as the lead designer, collaborating with the Growth team to deliver a fully integrated campaign system. My role spanned art direction, layout design, visual identity tuning, and asset strategy, applying ThirdLove's brand in new, expressive ways across channels.
Visual Identity System
With a limited asset pool, I extended the brand's identity by developing a campaign-specific visual language:
Introduced new color pairings that were ADA compliant: Light Suntan, French Mauve, Brand Black, & Brand White, that were not used in previous campaigns to evoke a striking, yet soft and comfortable feel to the brand.
Typography
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Typography in Action
As ThirdLove's first physical retail location, the store required a typography system that could seamlessly bridge digital and in-person experiences.
Working within established brand guidelines, I focused on how type translated across digital touchpoints and physical environments, including mobile, email, in-store signage, and exterior installations.
Emphasis was placed on hierarchy, scale, and tone to create a visual language that felt intuitive, legible, and unmistakably ThirdLove, both online and in person.
Photography
Selected inclusive, product-forward imagery that emphasized ease, confidence, and realness.
Call-to-Action Strategy
CTAs were adapted by channel to match user context, to guide discovery in public spaces, instruction in-store, and conversion online.
Brand System in Action
Built a modular design language across print, store signage, web, email, emphasized scannability, and shoppable clarity.
Store Signage
Developed signage and visual merchandising assets to align physical presence with the digital experience. Messaging and color palette ensured seamless brand feel across touch points.
Store Signage
Developed signage and visual merchandising assets to align physical presence with the digital experience. Messaging and color palette ensured seamless brand feel across touch points.
Landing Page:
Design for Bra Swap Event that included a value prop stack, trust section, and shop CTA to maximize engagement.
→ Figma View
Print: Event Flyer & Voucher
Supporting print materials were designed to extend the campaign into the physical retail space. Clear hierarchy and restrained typography ensured legibility at a distance, while consistent color and layout reinforced the broader digital campaign system.
Print: Event Flyer & Voucher
Supporting print materials were designed to extend the campaign into the physical retail space. Clear hierarchy and restrained typography ensured legibility at a distance, while consistent color and layout reinforced the broader digital campaign system.
Email Design
A responsive, conversion-focused series built around comfort-first copy and high-contrast layout. Modular components allowed for rapid testing of subject lines and product combinations.
→ Figma View
Results
The campaign led to a 46% increase in sales and over $1M revenue during the opening weekend, outperforming projections. This became a template for ThirdLove's future store launches and growth marketing creative.
Reflection
This project pushed me to rapidly expand an existing brand into a scalable, multi-channel experience, without compromising cohesion or visual clarity. It taught me how to design under constraints and lead with systems thinking, bridging the needs of both performance marketing and brand storytelling.