Le Tote Brand Work

At Le Tote, I am responsible for all of the creative marketing communications with our non-members and members. This includes everything from designing email templates, direct mail pieces and all online marketing.

In addition to building out the visual direction of the brand, I also partnered with the VP of Marketing to establish a creative process. We created marketing brief templates, a dashboard for prioritizing design projects and engineered a process to give constructive feedback when discussing creative.

Printed Piece - Welcome Card

This is a printed 5" x 8" card sent to every new subscriber each month. On a monthly basis at least 25k people receive this as the only piece of marketing collateral in her first tote.

Email Templates + Design System

We send out approximately 15 editorial emails on average each month to our classic and maternity members. They serve as a way for us to engage with our members and showcase new product, blog posts or even new features. To create efficiency and to continue to build brand awareness, I created 7 email templates that can be leveraged depending on the story we are telling. Below is a sampling of some of the templates.

Communications Ecosysyem

We have email series that are trigger based: referrals, activation, welcome series, etc., as well as promotional emails, cancelation, come off hold and more. I am responsible for all customer facing emails. Below is an example of the Referral Invitee Series.

Establishing our photography style

When establishing the look and feel of a brand, there needs to be consistancy and clear creative direction. In joining Le Tote, I created a process that consolidates all of the information we need to run a successful photo shoot. Putting together a deck that houses notes from the marketing brief, photo shoot inspiration, the styles which we will be shooting, any props as well as the location all are in one document. This becomes our resource in planning and executing the shoot. All of this preparation helps in maintaining the integrity of the brand. Below are some examples of both on-figure and lay down photography styles at Le Tote.

On figure Photography

“Empowering you with fashion that fits your life.” Le Tote is making fashion accessible and approachable for everyone, every day. She is confident, stylish, polished, smart and lively.

Laydown Photography

Using backdrops that appeal Using a yoga mat, or a duvet as a backto appeal to her every-day life. Clothes are neat, but have movement and visible shadows. Incorporating props to create different personalities for each look.