Client
SHEIN
Role
Lead Graphic Designer
Responsibilities:
Creative Direction, Visual Systems, Team Alignment
Tools:
Photoshop, Illustrator, After Effects
Deliverables:
Landing Page, Digital Ads, Motion, Event Screens
Arizona SHEIN Pop-Up Experience
Setting the creative direction for a location-based brand activation
Elevate is a SHEIN Marketplace–hosted networking event created to bring brands, partners, and industry professionals together in one space. Designed from the ground up, Elevate was built to foster meaningful connections while positioning SHEIN Marketplace as a catalyst for growth, collaboration, and opportunity.
Grounding the Concept in Location
Translating the Arizona landscape into a cohesive visual system
The creative direction was informed by Arizona’s desert environment, drawing from natural textures, sand-toned palettes, and organic forms inspired by mountains and cactus shapes. These elements shaped a location-driven visual language that felt authentic to the setting while remaining consistent with SHEIN’s brand identity.
Landing Page As Foundation
Establishing the blueprint for the pop-up experience
The landing page set the foundation for all creative executions, defining layout, color, typography, and graphic elements. It became the central reference for all subsequent assets, ensuring clarity and visual cohesion.
Scaling Design Across Channels
Extending the system to digital advertising campaigns
The visual language was applied to web banners, email campaigns, and digital marketing assets. Each execution adhered to the design framework, maintaining consistency and reinforcing recognition across platforms.
Introducing Motion For Impact
Bringing static visuals to life through animation
Motion design extended the creative system into digital billboards and large-scale in-store displays. Subtle movement added energy and depth, creating memorable moments while remaining true to the established design system.
Outcome And Strategic Learnings
Reflecting on impact, collaboration, and design leadership
This project highlights my ability to lead creative direction, align teams around a shared vision, and scale a cohesive visual system across multiple formats. The Arizona pop-up successfully translated place into a compelling, immersive brand experience.