■ In-house Creative Leadership: E-commerce / Consumer Electronics
Newegg: Raising the Bar on Private Label
Elevating private-label visual standards, starting with the products customers see first
ROLE
Senior Graphic Designer
TIMELINE
4 Years
STRUCTURE
Brand Identity • Style Guides • Packaging • Web UI • Digital Banners • Magazine Ads • Email Design • Social Content • Amazon/eBay/Walmart A+ Pages • Responsive Web Coding • Product Photography • Video Production • Team Management
The Problem
Newegg’s private-label brand was built to deliver affordable products without sacrificing quality, but the brand’s visual assets representing that promise were inconsistent in quality and presentation, an outcome of an in-house team that lacked clear creative direction and structure. The most acute gap was product photography and video, which influenced the quality of every other asset built around it. The brand depended entirely on e-commerce channels to drive sales, yet the visual assets representing those products, produced both in-house and by outside studios, fell short of what the category demanded.
Before/After
BEFORE
AFTER
My Approach
Expanded the design team, developed and established a new design system and visual standards across all asset types. But photography and video needed to improve immediately, since it was the area most exposed to customers and most responsible for driving sales. So I personally stepped in and set up an in-house photo studio to shoot product photos and video myself, setting the quality bar and demonstrating the standard while directing the new design team to produce work at that same level going forward.
Where it showed up
One system, rolled out across every channel the private label touched.
