Schoolhouse Campaign Design 2025
As Senior Designer for Schoolhouse, Dansk, and Food52, I led the visual identity and creative direction for all major promotions and campaigns across the portfolio. This page highlights assets developed for Schoolhouse’s 2025 Black Friday/Cyber Monday campaign. Under my design leadership, the campaign exceeded established financial targets and became the highest-grossing promotional event in the brand’s history.
This email served as one of the opening touchpoints of the campaign. I led the email design strategy by featuring best-selling items, leveraging branded campaign visuals, and incorporating employee quotes to humanize the message, build trust, and encourage click-through early in the customer journey.
This email is one of the highest-performing templates I designed at Schoolhouse, consistently achieving over a 30% click-through rate on a weekly basis. I led the design and evolution of the Sunday Slowdown, a weekly wrap-up of our content and stories. For this campaign iteration, I strategically introduced campaign banners at the top and bottom of the email—our most highly engaged placements—and integrated additional seasonal content throughout to maximize relevance and engagement.
The campaign close-down email was designed to be bold and concise. I led the email strategy with a focus on heroing the largest percentage discount offered, intentionally limiting choices and secondary options to reinforce the close-down message and create a strong sense of urgency for the customer.
Above are examples of Meta ads that were executed as part of a cohesive, two-week campaign. I led the development of the campaign’s visual strategy, ensuring consistency across ads, email, and other activation channels, while intentionally introducing variation in how we showed up to drive interest, engagement, and sustained momentum throughout the promotion.
Above are examples of Pinterest ads.
Above is the homepage hero asset I designed for the campaign.
