Johnston & Murphy
Weekly customer email design and in-store POP for the national footwear and apparel brand.
Role: Art Director
Focus Areas
Email design, Campaign development, photo retouching, information design, retail POP
Overview
Johnston & Murphy runs a steady drumbeat of customer email — seasonal promotions, sale announcements, re-engagement, and product launches — and each one has to feel like the brand while still doing its own job. I designed this work weekly on contract through Visualink, alongside in-store POP for the same brand.
The project
I designed each email end to end within the brand's established template. The template set the frame; everything inside it was a fresh design decision — layout, hierarchy, pacing, and how a product got introduced.
That meant selecting and retouching imagery from the brand's photography library, building the layouts, and in the case of the XC4 product features, developing the annotated callout diagrams that explained the technology behind the shoe. I handed off finished assets to our web developer for build and deployment.
I also produced in-store POP for Johnston & Murphy, keeping the retail environment aligned with what customers were seeing in their inbox.
I led the design team at Visualink during this engagement; this work was my own.
Creative Direction
The through-line was letting the product carry the message. Johnston & Murphy's photography is strong, so the design work was mostly about restraint and clarity — clean type, generous space, and one clear reason to click. The seasonal promotions leaned warmer and more editorial; the technical product emails worked harder, using annotation and diagram to make performance features legible without turning the email into a spec sheet.
Collaboration & Impact
Partnered with Visualink account leadership, Johnston & Murphy brand and marketing stakeholders, copywriters, and our web development team on build and deployment. Weekly delivery kept the brand's promotional calendar on schedule across seasonal campaigns, product launches, and ongoing customer communications, with in-store POP aligned to the same messaging.
What else we've built
Each one different. Each one deliberate. A growing body of work across brand identity, digital experiences, and motion design.