Illustration for Serena & Lily

The Customer Care department at Serena & Lily noticed a high number of product information calls. This was causing phone associates to spend too much time providing customers with information that should have been readily available online. In order to lower this incoming call volume and to allow customers easy access to product details, the Product Design and Ecommerce teams asked our design team to create "Shopping Guides" for various product groups.

Serena & Lily's design advice offerings were growing in popularity, and the Customer Care team started receiving an increased number of design advice email requests. To assist with efficiency and scope of design projects, they requested a landing page to break down customer projects into categories so that Design Advisors were clear on customer needs and project sizes, e.g. a room refresh vs. a whole home redesign.

I was tasked with creating icons to represent the categories/sizes of design projects - these icons would appear on the landing page for customers to select when submitting their design advice request forms. This was a bit of a challenge since the icons needed to include design aspects with specific details, while at the same time remaining "icon sized." The result was a set of three icons representing design advice for a refresh, an entire room, and an entire home.

During my time with Serena & Lily, the business was constantly looking to grow their social media following in order to increase brand interaction and ultimately gain a larger customer base. For a seasonal project, the Digital Marketing team wanted to create a "Summer Bundle" of illustrated Instagram stickers to be used as GIFs on Instagram stories.

A few inspirational suggestions were provided, but for the most part I was given creative freedom to brainstorm and create this cohesive set of whimsical, summery stickers.

The icons were featured on the brand's Instagram posts and can be accessed for use through Instagram stories by the general public. The goal of increasing customer engagement with the brand's social media account in a fun, seasonally-relevant way was quite successful - many bloggers and influencers used the icons, tagging the brand in their posts and stories.

I collaborated with members of my design team to form a visual identity for a reoccurring free shipping promotion. The goal was an eye-catching and versatile illustration to generate increased sales. Since this type of promotion happened multiple times a year, I needed to create something that would retain interest over time. The final design was a GIF that was successfully used across email communications.

Serena & Lily is predominantly ecommerce-based, but due to the rising demand for interior design advice and in-person shopping experiences, the brand was quickly increasing the number of brick and mortar locations in the US. Senior Leadership wanted to drive more business to these "Design Shops" and highlight offerings and accessibility.

For each new Serena & Lily Design Shop, a sketch is created using the storefront rendering as a model. These hand-drawn sketches are used across channels including the retail location landing page, promotional assets related to shop openings and events, the retail catalog, and geo-targeted email communications.

These illustrations serve as an identifiable visual for customers to recognize as a shop in their locale. This increases customer interest in Design Shops in general, specifically for event attendance and design advice services.

Serena & Lily hosts events periodically for different purposes, including dinners, influencer trips, and in-store Design Shop events. Print and digital collateral are needed for these instances, and they need to look cohesive with the rest of the brand experience while also being unique to the event. Many times these projects require using existing brand patterns from product (bedding, wallpaper, etc.) and incorporating them into designs.

I contributed many hand-drawn illustrations and edited them for use in event collateral. In addition to illustrations, I created entire layouts that utilized my drawings to assist in presenting event information. Examples below include an influencer trip itinerary, a printed summer calendar card for Design Shop events in the Hamptons, and a winter holiday event schedule.