CLIENT: Blue Nile
PROJECT: Various Campaigns & Projects
The Challenge:
Founded in 1999, Blue Nile is one of the worlds largest online jewelry retailers with a primary focus on handcrafted engagement rings and diamonds. They aim to be the customer’s jeweler for life.
My Role:
For two and a half years, I art directed, designed and strategized for various campaigns and marketing materials as well as brand development. Including: integrated, email, display ads, social, site, showroom signage and other collateral.
The Solution:
Through my time at Blue Nile I thoughtfully executed and collaborated on the brand and campaigns that consider the customer’s journey and needs in a very important time in their lives. A time of love.
Over 20 Integrated Campaigns
The bulk of my efforts at Blue Nile were directed at integrated campaigns. The typical campaign consisted of email, social, display ads, showroom and site. I contributed art direction and design while keeping ownership of each campaign from brief to launch.
Engagement Life Cycle
The process to purchase an engagement ring can be a daunting task for anyone looking to tie the knot. To ease the pain of that process we created an engagement life cycle email series with over a dozen touches that educated and inspired those within the engagement ring purchase funnel. I not only art directed and designed, but strategized with writers and cross functional team members to create a cycle that touched the customer at the right moment in the process. We also took results and optimized the series to ensure we were listening to our customers and giving them the tools they needed to make such an important decision in their life.
Photography
When working with fine jewelry it’s important that the product shine to its full potential. At my time at Blue Nile I art directed product photo shoots working with stylists, photographers and photo retouchers to ensure our product shots do the jewelry justice and stayed within current brand standards.
Video
At times video was the best way to educate our customers and tell the whole story of each peice. I worked with writers and video editors to create assets that told a brand story while educating and inspiring the customers. I contributed Art direction, design and storyboarding to the final execution.
