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Digital Design  ·  Marketing  ·  Branding  ·  Advertising
Shane Co

Shane Co. is a leading provider of fine jewelry across the United States. The brand is recognized for its transparent pricing, employing a direct-to-consumer approach that eliminates the middleman and ensures customers receive exceptional value for their purchases. In my role as a production designer, I maintained and enhanced the brand's luxury aesthetic by creating visually captivating marketing materials. This encompassed designing assets for various channels, including In-Store, Out-of-Store, Email, and Digital.

The Job


The Process

At Shane Co., we use the RACI model to clearly define each team member’s role throughout the design process. For every project, the chart identifies who is Responsible for completing the work, who is Accountable for the final outcome, who should be Consulted for feedback or expertise, and who needs to remain Informed of decisions and progress. Establishing these responsibilities early helps prevent confusion, eliminates duplicated efforts, and ensures that communication reaches the appropriate channel leads. This structure creates a more organized and efficient workflow, allowing each contributor to understand their responsibilities and how their work supports the project’s overall success.


In-store

Before

After


Out-of-Store


Digital


Email

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Results

During my three years at Shane Co. we saw significant increases in all major measurable KPI's:

· From 2020-2021 Annual Sales almost doubled

· Customer Retention Rate +29%

· Opened 2 new store locations


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