Over three years of
in-house art direction and design for M.C. Squares, a consumer goods brand.
M.C. Squares makes reusable tools for your life.
With M.C. Squares at hand, today is the day you get organized, clear the clutter in your mind and on your desk, and manage your schedule. These reusable products simplify your day-to-day, helping you become your best self.
As part of the M.C. Squares team, I played an integral role in developing the brand's look, feel, and positioning across all platforms. I consistently crafted and applied emotive and authentic narratives across all marketing touch points and directed several creative initiatives simultaneously.
Being a startup means being flexible and learning by doing in a constantly evolving environment. In this role, I become a liaison between in-house creatives, contractors, and agency partners by establishing workflows, developing best practices, and providing direction, feedback, training, and analytic reports to all groups.
Amazon storefront,
Shopify maintenance, and email marketing.
In July 2022, I was tasked with redesigning M.C. Squares' Amazon storefront, where 80% of the brand's sales are driven. Spanning just under three months, this project entailed redeveloping the navigation, wire framing and building an entirely new layout, rewriting all copy, and updating all product listings with refreshed creative. The video below is the published home page.
A major part of my role at M.C. Squares included maintaining the brand's Shopify storefront, which included regularly updating content, managing the product catalog, copywriting for product launches, and managing promotion setup. I also assisted in redesigning our site in both August 2021 and September 2022.
In my final year, I established a promotional calendar, wrote copy, designed, and scheduled our entire library of email flows and campaigns with over 65,000 subscribers receiving them. Between September 2021 and September 2022, I partnered with Sticky Digital to drive $350,000 in email and SMS sales from scratch. Together, we built and modified flows, developed A/B tests, and coordinated deadlines between our teams. I then solely managed M.C. Squares' entire email marketing program from October 2022 to March 2023.
Visual direction, content creation, and photoshoot coordination.
The M.C. Squares brand underwent an intense retooling in January 2021: instead of marketing the products as whiteboards and office products, we made the switch to creating and showcasing the products as bright, colorful, and reusable tools for the office, home, and everywhere in-between.
Over the course of three years, I realized the brand’s direction by creating shot lists, coordinating and styling photoshoots with a third-party studio, selecting and purchasing content, editing in post, and managing the distribution of assets. I also created most of the graphics used for ads and social content, as well as the hand lettering featured in product photos.
Promotional and education B2B sales collateral.
Toward the end of my time at M.C. Squares, we began hashing out promotional and educational sales channels for which I provided design support to the in-house sales representatives on the team on an as-needed basis. Collateral I had written and designed included catalogs, one-pagers, brochures, sales decks, landing pages, white papers, and lead magnets for in-house sales representatives.
Product design for
e-commerce and retail.
In January 2022, M.C. Squares began diversifying its product offerings to include bundles intended for retail sales headed for Target, Hallmark, Walmart, Sam's Club, Meijer, BJ's, and other retailers. I personally designed fifteen product bundles intended to help customers become more productive, express their creativity, and get organized in a specific way. The Cleaning Bundle became a best-seller almost immediately and has remained so since it's launch.
Some of these products have received praise on Buzzfeed, Good Morning America, Apartment Therapy, and more. In July 2022, M.C. Squares was featured in Ellen DeGeneres's Fall BE KIND. Subscription Box. 20,000 units of the bundle I designed - valued at over a million dollars' worth at cost - were distributed to her subscribers in the fall of 2022.
