Zappos
Overview
Zappos is a pioneer in online retail and one of e-commerce's most beloved brands. Across eleven years as a Senior Visual Designer, I shaped the brand at every touchpoint that mattered — from homepage campaigns reaching millions to partnership launches with some of the biggest names in e-commerce — and built design systems for crucial corporate initiatives that kept creative moving at scale.
Outcomes:
- $80M+ in annual email-driven revenue from the email design system I rebuilt in Figma.
- 150% lift in email creative output via modular components and a streamlined production handoff.
- Partnership launches with Nike, Ralph Lauren, PUMA, and UFC — concept through campaign.
- 11 years owning creative direction across homepage, product, social, email, OOH and print.
Campaigns & Brand Partnerships
I owned end-to-end design creative for Zappos' two flagship seasonal campaigns — Start Where You Are (running) and Step Outside (outdoor) — high-priority yearly initiatives rooted in inclusivity, featuring real people wearing real product. These ran across homepage, social, affiliate channels, and email. From mood boarding and campaign direction through final assets, I owned every level of the design: visual identity, channel-specific executions, and the pitch — presenting to senior leadership and brand partners to sell the vision before executing it.
I brought the same end-to-end ownership to partnership campaigns with UFC, Ralph Lauren, Sam Edelman, Crocs, and others.
Email Design System
Zappos email was one of the company's top revenue channels, but the design process hadn't kept up. I modernized the workflow by moving the team off Photoshop and into Figma, built a robust component library, and worked closely with the email team to ground every decision in data — including the insight that 80% of email commerce happens on mobile, which shifted the entire system to a mobile-first approach.
The result: a small team producing a high volume of emails at speed, a 150% increase in production efficiency, and a direct contribution to $80M+ in annual email-driven revenue.
One Brand, Every Touchpoint
Brand work at scale is collaboration work. I partnered daily with art directors, copywriters, merchandisers, and UX/product designers to deliver across every format the brand needed: social media, logos, animation, print, packaging, display, email, and web.
If Zappos needed it, I designed it — including leading design for brand partnerships that required translating outside identities into the Zappos world. That range, grounded in the brand guidelines I helped evolve, is what kept the brand consistent across eleven years of growth.
