I started my in-house design career at Freshly in March 2020, days before covid lockdowns began in New York. In my 4 years with the company I worked on just about every kind of marketing asset imaginable: thousands of emails (we averaged 10 unique designs a week!), social posts, landing pages, mailers, display ads, informational videos, and onboarding journeys.
I also helped art direct product photoshoots, developed brand guides and motion/illustration templates, and played a key role in shaping the design direction and asset creation for a new sub-brand launch. As with any start-up, tight turnarounds, limited budgets, and and the need for creative problem-solving were ever present, with these challenges compounded by effects of the pandemic.
The DTC space is incredibly competitive; last minute pivots were a daily occurrence, projects were killed on a whim, and in one particularly egregious meeting my team was asked to remake 3 months of work in 2 days, due to shift in strategy.
