SIERRA

Sierra, part of the TJX family, is an off-priced retailer selling all things active both in-store and online.

Role

Graphic Designer

Date

Jul 2023 - Dec 2023

Skills

Creative Marketing, Graphic Design, Brand Campaign, Social Media

Tools

Adobe Photoshop, Adobe InDesign, Adobe Illustrator

GRAPHIC DESIGNER

Sierra

Sierra, part of the TJX family, is an off-priced retailer selling all things active both in-store and online. They sell a variety of products, including outdoor gear, fitness apparel, casual apparel, footwear, and home goods. Similar to other TJX brands, Sierra focuses on providing value to customers by offering quality products at lower prices than traditional retail.

Emails & Homepage Assets

I crafted monthly emails from conception to presentation, collaborating remotely with our Cheyenne team to art direct product photoshoots for heightened visual appeal. The hero image I designed for Sierra.com served as a prominent asset, featured throughout the winter to promote our winter shop.

Social Posts

In collaboration with a copy writer, I played a pivotal role in crafting weekly Instagram posts, taking the lead on both the direction and comprehensive design of each post.

Blackhawk Ad

Blackhawk Network provides a rewards program for businesses to recognize and incentivize employees through reward points, redeemable at participating retailers like Sierra. My responsibility was to design a full-page ad for their lookbook magazine, capturing this year's winter theme: 'Fun, Frost, & Family!

Give It A Go Badge

Launching this February, Sierra introduces their warm weather campaign Give It A Go. As the weather gets warmer, we really can’t wait to get moving. This spring and summer, we're to encourage Sierra shoppers to get back to the activities they love, try out something new, or maybe even make up a new activity all together. With Sierra’s prices, stakes are pretty low to “give it a go”.

As part of their package, I designed a badge that would be placed across all their digital assets. The badge serves a crucial role in signifying the direct connection of these assets to the overarching Give It A Go campaign, acting as a visual cue that reinforces the campaign's presence and theme across various mediums. The incorporation of this badge enhances brand coherence and ensures that the audience readily identifies and engages with content tied to the campaign.

Holiday Campaign

Joining Sierra's team in July, I was able to be apart of the exciting launch of their new holiday package. Tasked with creating "WHOA WORTHY" assets, my goal was to bring smiles to customers as they shopped for their loved ones.

Emails, Homepage Assets, & Collatoral

For the holiday campaign, I designed emails, curated digital assets for the website, and worked on collateral projects such as crafting engaging sticker sheets and photo retouching. Each element was thoughtfully executed encapsulating "THE SEASON OF WHOA".

Boston, MA | New York, NY pon.e@northeastern.edu

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