Ragstock
At Ragstock, a national retail clothing company based in Minneapolis, I helped lead a small team and touched a wide range of work within the wide scope of digital content and marketing. This includes a website redesign, content creation, social media management, digital ad strategy, and short and long-form copywriting.
Imagery and motion were (and still are) used across ragstock.com, on social media, in print and digital ads, in email marketing, and on signage in stores throughout the country. I also developed the strategy behind and acted as head copywriter for the blog, garnering hundreds to thousands of monthly views.
Photography for e-comm & more
(All photos above shot by me)
Three to five times a month, I’d book local talent and work in a small team to pull products, style, photograph, and edit the resulting images. The shoots were always dual-purposed; used primarily to gather product photography and also produce images for use in social media and print collateral.
Seasonally, a larger shoot was needed to produce signage imagery and video for window displays at Ragstock’s 40+ locations. I worked as head producer and collaborated with my team to push on increasingly elaborate (and often very scrappy) set designs and produce location-based images at scouted spots around the Twin Cities.
Social Media
During my time as social media manager, I audited our platforms, created the posting schedule, managed the DMs, and planned and analyzed all paid social. Without the support for social-specific shoots, based on metrics and aesthetics, I regularly added design elements on product-focused model images to perform higher on the ‘gram.
RAGSTOCK.COM:
RE-DESIGNING, EXPANDING, OPTIMIZING.
Ragstock.com is constantly modifying a massive inventory, adjusting for holidays and incoming trends, and building out its content library. Whether it was a landing page, a restructured navigational system, a mobile optimization, a header or footer banner, a form or pop-up, or any number of other UI/UX or accessibility improvements, I collaborated on a small team to make sure that the site stayed as updated as possible through internal means or partnership with external resources.
homepage and main menu redesign
Top image is from 2017, right as I was joining the Ragstock team. Bottom is a snapshot of the 2021 Ragstock.com homepage and main menu redesign (Wordpress CMS) I spearheaded in partnership with the e-commerce director and support of the graphic designer.
This involved a series of new landing page designs using the Gutenberg block editor, as well as a restructuring of the core navigational menu used throughout the site. These layouts and menus were further configured for an optimal mobile experience, also done through Gutenberg. Most of these updates were executed by me, with some additional support from the e-commerce director and partnership with an external developer to further customize functionality. Our graphic designer was pulled in to build out the look and feel of individual block image updates.
EMAIL DESIGN + SEGMENTATION STRATEGY
For Ragstock, segmenting customers and creating automated email flows required a mix of research, test and learn mentality, and visual design chops. For these flow emails, I built and managed multiple customer segments and focused on creating simple, evergreen graphics that look good on desktop and mobile so recipients could dive into the product.
As a part of our larger content calendar, I designed and then later moved on to collaborate on the strategy and review processes behind Ragstock’s mass email campaigns (featured below). Design credit goes to the talented Joe Price and Jackie Doneff!
Video
Shot and edited snack-sized video for social media, playback in Ragstock’s retail stores’ window displays, and SEO-focused content for their YouTube channel.
Back to School 2019 Campaign
Talent provided by Ignite Models. Shown in select store windows nationwide during the back to school season and used in relevant paid social campaigns.
Vintage Christmas Sweater Promo
Created in the winter of 2019 to showcase a variety of Ragstock’s flagship item—the vintage Christmas sweater. This video was used across social media channels and shown in select store windows nationwide throughout the holiday season.
Video created for YouTube as an SEO tactics test and doubled as supplemental content for Ragstock’s popular baja hoodie selection. Video was styled, directed, shot, and edited by me.