Coton Colors Collateral

Coton Colors Collateral is a showcase of the projects and tasks I’m responsible for within the Coton Colors by Laura Johnson brand. These projects all encompass creating marketing assets for direct to consumer and business to business touch points spanning across email, social media, the e-commerce website, wholesale website, and retail locations.

Email Marketing

My main collateral responsibility is the design and execution of email marketing features. The brand sends anywhere from 3 to 5 emails a week, and I am personally responsible for making sure the requested features are produced in a timeline to be reviewed for approval and scheduled ahead of the outlined send date.

With the objective of these features being to create an evergreen design that can form a multipurpose email feature bank, I have to not only keep in mind how the features for the requested email will play together as a whole but how the individual feature communicates the requested message by itself. Utilizing the brand guidelines and templated email feature layouts I select imagery to aid the provided copy in fulfilling the purpose of the feature: to sell, inform, and/or inspire.

Social Media Assets

One of the primary organic consumer touch points falls within social media marketing. These asset tasks frequently include creating campaign graphic templates to be used to promote current and future curated gatherings as well as evergreen marketing efforts. When designing these templates I have to be mindful of maintaining brand identity while creating unique and engaging graphics that take into account platforms content safety boundaries. Additionally, I had to take under consideration the variety of imagery and application within each campaign template to create a cohesive look.

On top of graphic socials I am also responsible for creating organic social assets. This encompasses resizing imagery for Facebook and Instagram to showcase the variety and details within a product collection; or selecting from a imagery bank the visuals that best convey the story and timeline behind a curated gathering. Frequently, this involves a level of photo editing work that includes crafting background extensions or expanding upon furniture and/or patterns in the image to better suit the dimensions needed for social assets.

In addition to design support for social marketing, I’ve assisted during photoshoots by capturing video to be used for Instagram Stories and Reels.

E-commerce Design Support

The Coton Colors e-commerce website recently underwent a transition to a new hosted theme, creating the production need for a design master template that define section image dimensions and content safety boundaries to streamline execution. One of the biggest design challenges to come with this transition was building webpage layouts with the limited theme sections available. This often leads to problem solving and adapting the creative direction provided to fulfill the request as close as possible while working within restrictions.

My responsibilities within the e-commerce site encompass not only cropping imagery and creating graphic banners for the site, but additionally building out pages within the backend of the site theme. Graphic banners on coton-colors.com promote new product launches, collection focuses, curated gathering campaigns, and sale promotions to drive interest and sales within the homepage. Curated gathering webpages are designed to present the consumer with a pre-designed gathering and inspire them to shop the products to host for themselves.

Promotional Campaign Visual Stlye

When creating the visual style for promotional campaigns I had to be mindful while adapting brand guidelines to also maintain the overall brands visual identity recognition. While making communication of a specific promotional event clear, I also established an overall sale identity for the Coton Colors brand to be adapted for marketing sales throughout the year.

Sales Tools

Sales tools include B2C as well as B2B touch points. I design campaign printed signs to be placed in retail locations for promotional events, storytelling the inspiration behind a collection, and/or promote featured brands sold within the retail storefronts. On top of signage for the retail storefronts I’ve designed printed brand cards to be handed out to customers as well as included in charitable donation to help aid in brand awareness.

Business to business sales tools include printed and digital collateral aids for wholesale customers. These assets present themselves in the form of digital catalogs, wholesale books for sales representatives, printed mailer cards to be sent to partner leads, and More Than A Manufacturer™ marketing aid for existing wholesale partners.