The Baer Minimalist
Visual Marketing, Branding, & Digital Strategy
MY ROLE
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Graphic Designer
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Content Marketing Specialist
DELIVERABLES
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Holiday Brand Activation
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Custom Social Content Kits
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Competitive Website Analysis
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Custom Vector Iconography
THE TOOLKIT
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Adobe Illustrator
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Squarespace Web Editor
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Planoly Analytics
The Goal
Develop cohesive, multi-channel visual assets, a modern print holiday card, and strategic digital content layouts to elevate online engagement and maintain a premium, cohesive identity for a boutique lifestyle organization.
The Process: Research to System Execution
Before creating any visual assets, I conducted a competitive analysis—evaluating ten local and national competitors to discover strategic design gaps in the lifestyle organizing space. I used these insights to curate an upscale digital footprint defined by clean typography, sophisticated white space, and a highly structured social media grid managed via Planoly.
A major focus of this digital ecosystem was extending the brand's identity through custom design systems. I literally drew a cohesive set of three custom vector icons in Adobe Illustrator to match the brand’s signature tagline: Cut the Clutter, Donate + Do Good, and Cue the Confetti. By adherence to their existing brand guidelines, color palettes, and stylistic mood, I built assets that are now actively utilized across their live website layout and recurring marketing emails.
Finally, I translated this sleek presence into a tactile print activation for the holiday season, designing a custom gatefold holiday card that relied on a precise outside-to-inside visual transformation. I custom-illustrated the front cover artwork by hand in Adobe Illustrator, ensuring the visual style felt high-end. I aligned the minimal layout elements perfectly so that the physical folding transformation was seamless, playful, and completely aligned with the brand's boutique aesthetic.
A comprehensive visual and strategic audit analyzing ten local and national competitors to identify market design gaps.
Custom gatefold holiday card utilizing minimal typography and an experiential outside-to-inside folding layout.
Cohesive lifestyle social media kits and custom vector icons designed to unify online community engagement across the live web and email marketing campaigns.