The Foschini Group - @home



Design that
Invokes Emotion





I was thrilled to work at @home, a company that deeply values the importance of creating inviting spaces. I was excited to bring my creativity and passion to every project, from setting the scene for photographers to choosing the perfect accent pieces. I poured my heart and soul into every design, and I am proud of the beautiful and comfortable spaces that I created for @home's customers.



My duties at @home



Working for @home, a company that specializes in home furnishings and décor. I was responsible for creating digital artwork, print artwork, and catalogues and managing the process from start to finish. I was able to use my creativity and design skills to create pieces that were both stylish and appealing to customers. As a result of my work, @home was able to attract more customers and increase sales. I was proud to be a part of a team that was able to make a positive impact on the company.



Catalogues





It was my quarterly task to create printed catalogues, from liaising with buyers to laying out concepts for photographers to building the catalogue from scratch. I took great pride in being responsible for every aspect of the process. What made it even better was the creative freedom The experience gained from these project was invaluable, to have taken on such a significant responsibility.



Sleep Sanctuary AW20 Catalogue



2020


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Sanctuary for the Soul Catalogue



2022


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Campaign Strategy



The All-Encompassing Approach to Product Storytelling. Each quarter provides a refreshing opportunity for me to dive into the captivating process of formulating a complete campaign, from its earliest blueprint to the final polished product. These moments offer a profound exploration into the intricacies of campaign strategy, acting as a catalyst to hone my creative powers and competence. The wealth of experience acquired through these endeavors is beyond measure, proving truly invaluable.



Digital campaign strategy



I developed and executed digital marketing campaigns for @home that resulted in a significant increase in website traffic, leads, and sales. I worked closely with the marketing team to develop a comprehensive understanding of the target audience and their needs. I then used this information to create campaign strategy for the team.



"I believe that beauty is about simplicity. It's about creating something that is elegant and timeless, something that people will love for years to come."



- Tom Ford



Email Marketing



In this role, I was responsible for the entire email marketing process, from strategy and design to sending and tracking. I worked closely with the team to develop a comprehensive email marketing strategy that aligned with the company's overall marketing goals. I then designed and created engaging and informative email campaigns that resonated with our target audience. I also tracked the results of our campaigns to ensure that we were achieving our desired results.


As a result of my efforts, I was able to achieve the following results:

- Increased email open rates by 15%

- Increased click-through rates by 20%

- Increased sales by 16%


I am a highly motivated and results-oriented individual with a passion for email marketing and steering the car if needed to produce the favourable results.



Online Website Banners



I take pleasure in crafting designs that is not only aesthetically pleasing but also successful in conveying a particular message. When I design artwork for web banners, I consider several factors. These include understanding the intended audience, defining the message to be communicated, and considering the design - how to make the artwork visually captivating and engaging. I also think about the call to action, the desired response from the viewer after seeing the banner. I employ a range of tools and methods to produce my artwork, such as Adobe Illustrator, Photoshop, InDesign, and XD, which aid in exploring various layout possibilities



Furniture Sale Campaign



Softs Bedding Sale



Furniture pairing for increasing account sales



Softs bedding and furniture pairing for increasing account sales



Book Launch



I created engaging and eye-catching graphics for in-store and online book launches. My work helped to generate excitement and anticipation for new releases, and it resulted in increased sales.



In-store poster



My work has been featured in major retailers across the country, and helped increase revenue in creating eye catching in-store posters that is both visually appealing and effective at communicating a message.



Chefs club - hotspot banner



@home, Home Chefs Club we used hot spot banners as a tool to significantly boost engagement in our store's kitchen department. We leveraged these banners across a multitude of platforms and gained a large following and engagement.



Magazine Ad



In crafting compelling magazine ads, my approach seamlessly blends visual aesthetics and targeted messaging. Featuring renowned brands such as Breville and more, I create designs that not only highlight the uniqueness of each product but also engage potential customers, driving them towards purchase.



In-store Posters



In creating in-store creatives I used imagery together with simple creativity and communication. The aim is to capture readers' attention and provoke interest. By harmonizing striking visuals, these ads serve as more than just promotional tools—they become an artistic expression of the product's essence, subtly persuading readers to consider, explore, and eventually, purchase.



Website UI



While constrained by the website UI, I skilfully navigated the limitations by creatively using banners to imply distinct categories within a unified group. My primary objective was to encourage user engagement with each product. By designing a user journey from banner to category, I was able to prompt additional product selections, contributing to revenue growth.


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"Good design is honest and simple."



- Karim Rashid



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CAPE TOWN, WESTERN CAPE, SOUTH AFRICA