Blue Nile

One of a small team of designers responsible for Black Friday and Holiday campaigns across email, website, and paid social. Collaborated with the art director and copywriters to develop a flexible design system that informed Q1 email wireframes—streamlining workflow and maximizing creative asset use across channels.

This project was also an opportunity to pilot and refine the studio’s Sketch asset library. By implementing Global Colors and Symbols, we ensured that assets could be easily updated and reused across future campaigns, maintaining consistency while adapting to seasonal needs.

We also began integrating dynamic testing within the campaigns—enabling personalization based on customer shopping behavior and paving the way for deeper collaboration with the Dev team on features like tailored product selection and custom email copy.

Ultimately, the asset library helped cut email production time in half, allowing the creative team to shift focus from repetitive builds to thoughtful execution—while ensuring alignment with performance data and company-wide goals.