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Social Media & Email Design
Kirrin Finch
Introduction
The Client
Kirrin Finch
Industry
D2C Fashion & Apparel (Gender-Inclusive and Ethical Fashion)
My Role
Senior Graphic Designer
Creative Deliverable
Meta Ads, Email Designs for Desktop and Mobile experiences.
Challenges
Audience Targeting & Engagement
Kirrin Finch’s audience is diverse, spanning various gender identities and body types, requiring a highly inclusive and authentic visual approach.
Performance Marketing Optimization
Ads needed to drive conversions while maintaining brand integrity. Previous campaigns had mixed performance due to ineffective messaging and creative variations.
Visual Storytelling for Brand Identity
The brand aimed to balance fashion-forward aesthetics with inclusivity, ensuring that messaging resonated with its target demographic without feeling overly commercialized.
Scaling Creative for Different Platforms
The campaign required assets optimized for multiple platforms (Meta Ads, Google Display, Email, and Website) while maintaining design cohesion.
Creative Approach
Solution
My approach focused on creative assets specific to social media and email marketing channels, by leveraging user personas, A/B testing, and key performance indicators (CTR, Conversion Rate, and ROAS).
By analyzing past campaign performance and understanding Kirrin Finch’s core audience, I developed multiple ad variations featuring diverse models, compelling copy, and high-contrast visuals. I also incorporated social proof and user-generated content to increase relatability and trust. Emails included similar cohesive messaging and visual direction for improved brand recognition.
Persona Example
Name
Alex
Age
26
Education
Bachelor of Science
Hometown
Brooklyn, NY
Family
Lives with a partner and two rescue dogs
Occupation
Freelance photographer and LGBTQ+ advocate
Problem Statement
Alex is a socially conscious, androgynous creative professional who needs gender-inclusive clothing options because mainstream fashion brands don’t offer the fit or style that aligns with their identity, leaving them frustrated by limited choices and poor fit.
Goals
- Find well-fitting, high-quality clothing that reflects their identity and personal style.
- Support brands that align with their values of inclusivity and ethical fashion.
Frustrations
- Limited gender-inclusive options in mainstream fashion.
- Poor fit from traditional men’s or women’s clothing, leading to tailoring expenses.
Moodboarding & Ideating
I started by researching gender-neutral fashion trends and analyzing competitors to identify design opportunities. My moodboard incorporated bold yet inclusive visuals, featuring diverse models, soft natural lighting, and dynamic product styling. I focused on authenticity and emotional connection to reflect Kirrin Finch’s brand ethos.
Conceptualization & Execution
I focused on creating visually compelling designs that enhanced Kirrin Finch’s brand identity by incorporating clean typography, high-contrast imagery, and a balance of bold and neutral tones to reflect both style and inclusivity. I developed multiple ad and email variations, each with distinct layouts, messaging, and visual treatments, allowing for A/B testing to determine the most effective approach. By presenting a range of creative concepts, I helped the client refine their preferred aesthetic while ensuring the final assets aligned with both brand values and performance goals.
Project Shots
At A Glance
Outcome
Summary
The campaign resulted in higher engagement rates and improved conversion metrics across all platforms.
By leveraging inclusive visuals, strong messaging, and performance data, Kirrin Finch saw an increase in CTR and ROAS while reinforcing its brand identity.
My Direct Impact
Increased Ad Performance
A/B testing led to a 23% increase in CTR and a 17% boost in conversion rate for paid social ads.
Stronger Brand Storytelling
By incorporating diverse models and authentic narratives, the campaign strengthened brand credibility and emotional connection with its audience.
Optimized Multi-Platform Experience
Tailored designs for Meta Ads, Google Display, and email marketing resulted in a consistent brand presence across channels.
Higher ROAS & Customer Engagement
The campaign achieved a 2.5x return on ad spend (ROAS), demonstrating the effectiveness of data-driven creative strategy.