Overview
As a Senior Web Designer for Mattel's American Girl doll brand, I provided creative design solutions for AmericanGirl.com and several customer touchpoints for the Creative Design and Digital Marketing teams.
A wide range of design responsibilities included Microsite Designs, E-commerce Store Creative, Marketing Email Designs, Marketing Banner Ads, Social Media Creative, Official YouTube Channel Design, e-Catalogue User Interface Design and other design initiatives requiring high-quality world- class creative execution.
Microsite Design for McKenna, 'Girl of the Year' Doll and Merchandise
I had the pleasure of designing the official website for McKenna, Girl of the Year doll by American Girl! This website was intended to capture the hearts of young girls and inspire them to dream big. The design perfectly captures the essence of the McKenna character, with a clean and modern aesthetic that is both welcoming and easy to navigate. The color palette of soft teal purples and splashes of yellow is both feminine and empowering, while the included illustrations, games and character bio bring the McKenna story to life.
Whether you're a longtime fan of American Girl dolls or discovering them for the first time, this website provided the perfect place to explore the world of McKenna and all her adventures.
Microsite Design for Cecile and Marie-Grace Dolls Historical Characters
For the first time, American Girl was releasing 2 doll characters at the same time, which presented some unique layout challenges. I was entrusted to plan and execute a creative design solution for the official website of Cecile and Marie-Grace, historical doll characters!
This website is a journey back in time to 1850s New Orleans, where two young girls, Cecile Rey and Marie-Grace Gardner, form an unlikely friendship amidst the challenges of a divided city. The website's design perfectly captures the charm and elegance of the antebellum South, with a warm color palette of deep blues, rich golds, and soft pinks. The illustrations and intricate details transport visitors to another time and place, while the interactive features and engaging content bring the Cecile and Marie-Grace story to life.
The website was perfect for immersing the viewer into the world of Cecile and Marie-Grace and discovering the rich history and culture of New Orleans.
YouTube Channel Design
I set out to create an amazing social channel backdrop that would take the viewers breath away with its vivid colors, mesmerizing graphics, and celestial design. Every detail was crafted with care to create an immersive experience to transport you to a universe of inspiration and joy deep inside the American Girl brand experience.
Digital Marketing Email Designs
As Senior web designer, I designed a collection of stunningly beautiful emails, designed to inspire and take the American Girl email marketing to the next level. The designs needed to be beautifully laid out with perfect typography, styling and adhere to brand standards. From elegant and bold, to colorful whimsy, they needed to represent the product, story and overall brand voice throughout.
In addition to email and e-newsletter designs sent to the hundreds of thousands of viewers, I was also responsible for creating several other branded initiatives and creative works featured on the various social platforms including American Girl's Facebook channel.
Digital Marketing Banner Designs
I was also tasked with the creation of digital marketing banners designed to capture attention, engage audiences, and drive revenue. The banners feature eye-catching graphics, compelling messaging, and strategically placed calls-to-action that generated clicks and conversions.
E-commerce Digital Catalog UI Design
I was asked to redesign American Girl's digital catalog user interface to provide a seamless and user-friendly experience for customers. The goal was to create an online shopping experience that mirrors the experience of flipping through a print catalog.
By implementing a clear and intuitive navigation, customers can easily browse the product categories and subcategories, and quickly find what they are looking for. The design of the digital catalog is simple and visually appealing, making sure the brand colors were utilized, and ensuring enough whitespace to create focus on the high-quality product images and detailed product descriptions. This was necessary to help customers make informed purchasing decisions.
Finally, it was required to make it easy for users to shop on-the-go, so I ensured the designs worked perfectly on desktop computer or mobile devices.