At Faherty Brand I designed omnichannel campaigns across email, web, paid and organic social, and print — collaborating with Channel Leads and Art Directors to translate seasonal brand stories into digital experiences that converted. Beyond campaign work, I identified a systemic gap in how the team operated and led a three-month migration from a fragmented, multi-platform workflow to a fully unified Figma ecosystem, building an email design system and welcome series along the way. That work collectively contributed to tens of millions of dollars in quarterly revenue.
Role: Brand Design, UX/UI DesignCategory: FashionDeliverables: Web Design, Brand Collateral, Email UI Design SystemCampaign Design
Faherty's brand identity — rooted in craft, texture, and a distinct coastal spirit — had to translate clearly and consistently across every digital touchpoint without losing its soul. Working closely with Art Directors and Channel Leads, I designed campaigns that balanced storytelling with conversion, adapting each concept for the specific demands of email, site, social, and print within a single seasonal narrative.
Faherty Brand X Chris BurkardFaherty Brand Spring 2026 Faherty Brand X BirkenstockFigma Migration & Workflow Overhaul
The team was scattered across Miro, Adobe CC, Box, and Google Drive — four platforms, zero shared language, and constant friction at every handoff. Over three months I led a full migration to Figma, consolidating ideation, production, feedback, and quarterly GTM planning into one unified workspace. The result was a synchronous, channel-aligned team with a shared source of truth for the first time.
Email Design System
With a new workflow foundation in place, I built a comprehensive email design system inside Figma — reusable components, consistent patterns, and a shared library that cut production time significantly. I also designed a welcome series email flow that drove $112K in revenue in four months, with a +10% year-over-year open rate, +19% conversion rate, and a 27% drop in unsubscribes compared to the flows that ran the prior year.
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