Client | Zeal Optics
Year | Summer 2023
Type | Ecommerce, Point of Sale, Digital Marketing
Role | Graphic Design + Project Management
Skills | InDesign, Photoshop, Illustrator, ClickUp, Dropbox
All day. Every day.
Graphic Design
Every season, Zeal Optics refreshes their Ecommerce platforms with new imagery, new styles, and a branding campaign to match the hype for the season. During my internship at Zeal, I worked in a small creative team to reformat and overhaul the way we take on a digital refresh. My role was building designs, constructing new templates, selecting imagery, and sizing assets for use all over the web.
Objective
Refresh the Zeal Optics Winter ‘23/24 brand campaign with new templates and organizational systems.
Process
Zeal Optics was looking for a new way to take on the task of an Ecommerce branding refresh with a new organizational system that would function efficiently for future campaigns.
The process was split into five parts beginning with identification of pain points and possible difficulties.
Identify pain points
Build new structure
Reformat templates
Design assets
Implementation
Identify
The goal of this project was twofold: refresh the Ecommerce assets for the Winter ‘23/24 season while building a new structure for organization and efficiency that would carry through future seasons.
That goal began with the important process of identifying the issues with the current system.
The Old System
The old file organization for Ecommerce refresh.
Zeal Optics’ legacy system for dealing with a refresh of Ecommerce assets was serviceable - but it didn’t have the scalability and future-proof flexibility of a system designed to work specifically for Zeal’s assets.
Instead of designing from a large number of files organized only by dimensions, it was decided that the website would be divided into each individual page and broken down by which assets needed to be overhauled. The identification of specific image assets for turnover would improve efficiency for future seasonal shifts and cut out unnecessary work.
Building a ticket on ClickUp, Zeal Optics’ project management software.
From there, a ticket was built within Zeal Optics’ project management software to detail each page that would need to be targeted, as well as the assets within that page that needed to be flipped.
The New System
The organization from the project management ticket was mirrored within the new file architecture, creating an easy-reading structure that was simple to hand off to the digital marketing team after the design work had been completed.
New system file structure. Note the numeric page index, packaged assets, and dedicated exports folder.
After work had been completed on reorganizing the structure, previous templates were overhauled with new imagery to bring fresh designs in for the brand’s new seasonal campaign.
Digital assets were designed within the ‘All day. Every day.’ brand campaign while also adhering to the overall visual brand guidelines laid out by Zeal Optics’ creative manager.
This process ensured a consistent and cohesive aesthetic across the breadth of Zeal’s digital assets while ensuring that each campaign felt distinct and memorable to the intended market audience.
Asset Design
Implementation
After previous assets and templates were redesigned for the rebrand launch, the new folder structure was uploaded to the file provider and shipped to the digital marketing team. This allowed for an efficient and streamlined asset flow from design iteration all the way to live implementation on Zeal Optics’ digital product pages - including its home website, Amazon, LinkedIn, and Outdoor Pro Link.
The 23/24’ Winter seasonal brand campaign launched on 9/1/2023.
Other Zeal Projects
I also had the opportunity to work on lots of other projects during my time at Zeal, including design for sales collateral, digital media assets, brand campaigns, and building workflow solutions for large-scale image resizing. Some of that work can be seen below.
Email signature for the Winter 23/24’ goggle season.
Digital asset redesign for Amazon.
Point of sale design for opthalmic accounts displaying Zeal Optics’ lens options.
More point of sale design work created as a perforated window piece for install.