Context
Diva Forniture consisted of eight design furniture stores throughout Los Angeles and Seattle.
The Diva stores carried the best of European design firms, including Alessi, B&B Italia, Cassina, Flos, Fontana Arte, Gandia Blasco, Kartell, Maxalto and Venini.
Challenge
In 2005 and for the two years following, I worked as a freelance designer for Diva with a series of responsibilities:
– design and management of two monthly newsletters (Los Angeles and Seattle);
– management, updates, and changes to the company website;
– design of advertisements for the Los Angeles Times print edition;
– design of postcards and brochures for events;
The high quality and diversity of the design objects in question, together with the variety of media channels covered (email, web, print) required great care on my part throughout the various phases of work in order to consolidate brand identity over the various channels.
Process
Following intensive research of the specific market sector, through analysis of paper and digital publications, I identified some guidelines to use for communications on the various channels. Prototyping and testing of specific design solutions with some of the users led to the generation of production processes and templates to be used for the different media.
Results
Following the initial request to design the newsletter, the company offered me the job of designing all its communications over all channels, showing appreciation for the quality of my work and for the results obtained (e.g. a 40% increase in newsletter subscribers and a 20% increase in visits to the website).
