Independence Pet Group
Senior digital graphic designer
As part of Independence Pet Group's (IPG) Brand Experience team, I work with diverse B2B and B2C brands, such as ASPCA®, PetPartners, 24Pet, PetPlace, and Independence Pet Group's corporate brand.
I create visually appealing and intuitive website designs that effectively communicate the brand identity and objectives. Utilizing XD and Figma, I compose user-friendly interfaces, provide design guidance to developers, and collaborate with the UX/UI team to ensure best practices and a great user experience. I work in tandem with the SEO and Marketing Operations teams to enhance visibility in search engines while upholding compliance standards. By collaborating with the copywriting and SEO group, I create designs that optimize user flow and information architecture. Through data-driven insights from usability testing and competitor analytics, I continuously refine and iterate designs. Additionally, I contribute to creating print collateral, curating photography, designing email campaigns, developing digital ads, and creating social media assets.
Landing Pages
Designed various landing pages for the ASPCA® Pet Health Insurance website. These pages maintain an interactive approach and are frequently updated based on A/B test results to improve the site’s usability and performance. The impact of these landing pages has been significant, leading to notable improvements in conversion rates and engagement metrics. The updates have successfully transformed the user experience, making it more intuitive and visually engaging.
The original page is on the left, and the new pages are on the right. The primary objective of these pages was to transform the text-heavy content into more captivating and engaging pages by enhancing them with captivating imagery and iconography. The result was a remarkable improvement in conversion rates that doubled and a reduction in bounce rates across most pages. Specifically, on this page, the conversion rate surged from 1.04% to an impressive 2.02%, while the bounce rate saw a notable decline from 33.16% to 29.30%.
Crafted within this PPC landing page are seven distinct experiences tailored to users: senior, puppy, kitten, affordability, dog, cat, and general themes. Our digital team leveraged Salesforce personalization to dynamically adjust images, text, headlines, and calls-to-action based on user search terms. The pages are streamlined and clean, designed for a seamless user experience, eliminating the need for scrolling. We aimed to promptly address user questions by emphasizing short, valuable content bullets.
Valentine’s Day ad Campaign
I created several hand-illustrated digital pet portraits for customer pet photos. The goal of the campaign was to increase engagement on multiple social platforms.
Brand Ambassador Campaign
My dog, Penny, was featured as a brand ambassador for our Car Safety campaign. As part of this role, I created captivating content, including edited videos and well-crafted scripts. The campaign's impact significantly boosted our website traffic. Previously, we would get around 6 landing page clicks on these types of campaigns, but with Penny's star power, we skyrocketed to over 285 clicks.
Brand Guide
I curated a comprehensive brand guide, meticulously laying out the rules, fonts, and image styling that embody the brand's essence. I created a cohesive visual framework that aligns seamlessly with its established guidelines by capturing and distilling the brand's identity.
Display Ads
A diverse range of captivating advertisements created for iFocus. Strategically crafted to run seamlessly across prominent social media platforms such as Facebook, Instagram, Pinterest, and TikTok.
Social Media Templates
I have developed a collection of versatile design templates that can be effortlessly updated and effectively utilized across various social media platforms.
