Brand.com
Tom Ford Beauty’s first standalone direct-to-consumer online experience - tomfordbeauty.com. This project spanned five years and successfully launched in 2024. I was the project lead for the brand creative team on 2D team, partnering closely with UI/UX online, marketing and dev teams. I presented final rounds to the SVP Creative, SVP Marketing and General Manager. This launch is the project I’m most proud of in my seven years with the brand, as it directly increased business and had high visibility with leadership.
Home page design - desktop (left), mobile (right).
Multi-product page for .com project (left) and single-product page for .com project (right)
Conversion alt window graphics that helped education and drive sales for .com project - another example of design directly impacting business
Digital takeovers
Examples of digital programs that I oversaw for Cherries Collection, which won an internal award at Estée Lauder Companies. Left column is digital and print for Vogue, middle column are dedicated landing pages (desktop and mobile) and right two graphics are emails - one for the collection and one recapping the Cherries event in Korea.
CRM Email Program
I oversaw the design / strategy for the email program including the redesigned email templates below. Onboarded regional agencies and trained teams in demos. Proactively put together a competitive research presentation and redesigned Runway Get the Look emails that drove to landing page. Introduced bottom banner module for commercial / cross-sell moments. Updated headers and footers periodically.
Fragrance Finder Module
Designed mocks in creative collaboration with marketing, editorial and education teams for fragrance styling (pairing) module. User would go through the journey with mood focus, then learn that the fragrances could be layered together, with a quick add to bag, encouraging selling two fragrances instead of one. Fragrance pages had a mix of mood, key visuals and impactful visuals.
Global Retail Platforms
Oversaw UI/UX design for Tom Ford Beauty site launches on Rakuten (Japan), Lazada (Southeast Asia), Kakao (Korea), and Swaven MikMak (Italy). Rakuten page examples below. Tasked with using global designs to cascade and adapt to various regional launches.
Tmall
Partnered with China creative team and animator on demo / mock for a new spring look module on Tmall. Reviewed and provided feedback on layouts from local teams, including WeChat and JD to make sure brand standards were being maintained and consistent designs.
Education App
Oversaw UI/UX design and launch for Tom Ford Beauty digital learning platform, used to train specialists in the stores. The app included interactive lessons, badging and a points system.
Metaverse Collaboration
Advertorial collaboration with T Magazine China, featuring Tmall virtual idol, Noah in a hidden virtual rose garden in the Metaverse. Provided feedback and routed local proposals with global creative.
Social
I reviewed the monthly social calendars to advise on imagery and brainstorm with social team. Example of planning below. Selected images and quickly produced social crops on tight turnarounds after events.
Animation featuring Tom Ford Beauty social media assets, used in a strategy presentation. I created this in After Effects.
