DIGITAL DESIGN
ROLE: Senior Digital Designer
SKILLS: Campaign Design · E-commerce · CRM · Motion · Paid Social · SEO/AEO · AI Workflow
TOOLS: Figma · Photoshop · Dotdigital · CSS
CONTEXT : In-house · 2023–present · UK, Ireland, France & US · B2C & B2B/trade |
Designers
Guild
Digital design meets tactile luxury.
The Challenge
Designers Guild is known for expressive colour, pattern and richly art-directed imagery. The challenge was translating that into digital campaigns that stayed distinctive while actually converting — clear hierarchy, responsive layouts, tight deadlines, multiple markets, consumer and trade simultaneously.
My Approach
I treat every campaign as a connected system rather than a set of isolated assets. One creative direction, adapted across homepage, email, paid social and landing pages — consistent enough to feel like a world, flexible enough to work across formats and markets. I also built AI into the workflow: using generative AI to visualise fabrics on furniture and upholstery without a physical shoot, and developing AI-readable, SEO and AEO-optimised content structures for landing pages.
The Outcome
A more connected digital presence across four markets. Faster campaign production through modular templates and AI-assisted visualisation. Stronger consistency from inbox to website to paid media.
What I Learned
Luxury digital design works best when brand expression and commercial clarity are treated as the same problem — not a compromise between them.