Giselle WS
GRAPHIC DESIGNER
Advertising projects for local grocery chain across digital channels, in coordination with video and print campaigns.
HARRIS TEETER
SOCIAL MEDIA CAMPAIGNS
Social media campaigns often supported ongoing campaigns on print or TV. Sometimes, however, the advertising team had a chance to create original content separate from other marketing efforts. These campaigns focused less on conversion and sales metrics; they were meant to increase our following, create a relatable brand identity, and produce content that was highly sharable and got lots of engagement from our followers.
For Food Pun Friday, our team brainstormed, and I was tasked with designing visuals for the best puns. Users were also invited to submit their own under each post! The engagement was unprecedented, with over 1 million impressions and 530,000 engagements, increasing our Instagram following by a few hundred.
Recipes made by our blog content writer often came with hundreds of unedited photos to choose from and sort. These were the recipes I selected to highlight our yearly store-wide event, Pumpkin & Apple Festival.
Thank you November borrowed style elements from our Thanksgiving look, celebrating things we are thankful for.
We also took user submissions to help come up with these.
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Turkey Alternatives was a social media contest across Instagram, Facebook and Twitter. Users were invited to share their favorite recipes main courses for Thanksgiving that were not turkey. The three best submissions were awarded $200 Harris Teeter gift cards.
Every week, I created additional social graphics for special events and sponsored vendor posts. These varied wildly in creative direction, sometimes being shot in-house at the HT warehouse, all the way to being pieced together from vendor-provided brand elements, curating stock photography, and everything in between.
2020 MOODBOARDS
One exciting expect of working for Harris Teeter has been the brand's versatility. Creatively, we always pushed our look in different directions, which guaranteed our loyal customers refreshing takes on each and every season of the year. I was tasked with three different themes to define for 2020, which would then be spread through all our channels and media by the other designers based on my templates.
These took a lot of research into previous years, formats needed, color comparisons, and different iterations to be presented to the creative directors. After researching, I began with a few stock vector options, which I recolored or altered to fit the brand and season better. My favorite part was customizing the fonts and vector icons to create the season specific lockups. All this while keeping in mind scalability, visibility in print, product information and more.
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SUPERFLAGSHIP STORE EMAILS
Out of the nearly 300 Harris Teeter stores, about 25 are considered 'Superflagship' stores. They have extra amenities, such as a full wine and beer bar, a large selection of fresh seafood, or a Starbucks cafe and dining area supported by a large hot bar selection. These stores hold special events and also have customized emails that go out every Friday.
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