Ashley Irey - Helzberg

Above: a series of web ads (interrupters) meant to live throughout the site, linking to specific product categories. The interrupters inspire the customer and promote new products.

This year, my focus has been deeper into the E-comm world, with a heavy focus on website design and all of its various asset needs. I love web design, and everything included. The brand is going through an aesthetic evolution, gradually changing over typefaces, colors and logo styling, which is evident in the span of assets shown below in the 2024 collection thus far. The full branding transition should be complete by the start of 2025.

Web Design

homepage updates

I make homepage updates made on a regular basis, with a mobile-first approach. Typical homepage asset updates include heros, secondary features, banners, carousels and navigational images.

mobile homepage

desktop homepage

advice landing pages

I curate images to go along with the article, and set the copy. Each article requires a thumbnail for the all articles page and a larger hero for the individual article’s page. Below is the All Articles landing page.

right: desktop | left: mobile

individual advice article pages: right: desktop | left: mobile

PDP's

Product Display Pages show the details of the product for sale. I create image assets needed for the customer to view the products. Product photography comes in from the manufacturer, and I help to add shadows and background color clean-up for uniformity before delivering the PDP image assets to the E-comm team.

Above: a birthstone "interruputer" ad - promoting birthstone jewelry

When a product has various different gemstone color options, I provide special vector-made jewel toned swatcehs for the ux/ui options on the site as shown here. I drew these vector swatches in illustrator to have a gemstone photo-like effect, with the site-compatibility of a vector/svg format. The above screenshot shows my variant swatch-creation process.

Interrupters

Interrupters, which act as product ads, are created to layer in strategically amongst the scrolling product view. I create an average of 25 of these assets per campaign season to promote different products and offers.

right: mobile | left: desktop

screenshot of my interrupters batch development process in photoshop

Offer Drawers

Offer drawers are simple text-only assets which display the current sales and their corresponding codes. On-site, they are tucked into the top global banner as a pop-down, under a "see all" offers tab.

right: mobile screen | left: batch process screenshot from illustrator (above), desktop screen (below)

Pop-Ups

These assets appear on the site to encourage the user to sign-up for emails. We change these designs quarterly, and with the big marketing campaigns throughout the year. Below are 2 different versions of these assets.

right: mobile, image option 1 | left: desktop, image option 2

web page design process screenshot within Figma

Mall Postings

Shopping malls hand out free "mall posting" spots that retailers can use to promote traffic to their stores. I make an average of 20 of these per campaign season.

right: desktop | left: mobile

Email Design & Production

emails designed for the semi-weekly sends

Below is the concierge style email, used by the sales associate to send out to regular clients while adding their own personal message below the hero.

Production - Slicing

email process screenshot of production 'slicing' within photoshop