Hi, I’m Mich, a Los Angeles graphic designer with sales management experience in B2B and B2C sales, and a focus on fashion and lifestyle brand marketing.
From fashion branding to book cover design, my work leverages the disciplines of lead generation, pitch development, and customer acquisition to build a keen understanding of your target audience and create high-impact sales concepts and images that drive engagement and expand your customer base.
Featured Work
Fashion Brand Identity
Lip Service, a mid-sized legacy clothing company specializing in alternative styles, wanted to update their branding and establish a social media identity to engage the trendy new customers discovering their line without losing any old-school cred with their iconoclastic base.
Highlights
- Designed website upgrades that dramatically improved UX
- Initiated and implemented presale order system that alleviated customer stress and increased high-margin retail sales
- Raised email opening rate percentage from 30s to 50s, with an increase in average click-through percentage from low single digits to teens
Book Series Branding
Romance author Charmaine Pauls had gained publishing rights to her 7 Forbidden Arts series and wanted to give the books a fresh new look that better suited current visual trends in the paranormal romance genre.
Social Media Graphics
Over six years, I established and ran the social media presence of Lip Service, a legacy alternative clothing brand with an eclectic base of punks, goths, and other self-described fashion freaks. I produced a constant stream of sharable branded style and event graphics, plus initiated contests and promotions to increase customer engagement.
Also included are event flyers I designed for a visual branding client, Servitu, a Downtown L.A. studio and underground event space.
Email Marketing
For six years, I designed, produced, and sent two weekly emails plus special promotions to both retail and wholesale lists for Lip Service, a mid-sized legacy alternative clothing brand.
Highlights
- By using existing social media graphics, I implemented a dramatic design upgrade without increasing cost of production.
- My management added tens of thousands of loyal and active customers to their retail mailing list, leading to double-digit increases in opening rate and click-throughs.
Premade Book Cover Designs
Custom Book Design: The Control Series
Author John West wanted the covers of his romance series set against the backdrop of a decade-long zombie apocalypse to reflect the world he’d created. With close collaboration and detailed digital editing, I was able to bring pivotal settings of his trilogy to life.
Premade Book Covers: Before & After
Revisions to premade book covers run the gamut from a simple change from the stand-in author name and title to more extensive edits that create a whole new look.
Fashion Catalog Design
Since Lip Service’s founding, their catalogs were like the company: daring, irreverent, and inventive. To this day, there’s an active collectors’ market for Lip Service catalogs. I got to design several, including the catalog that doubled as a decorative calendar.
Expanding a Premade Book Cover Into a Series
Sometimes an author finds the perfect premade cover for what turns out to be the first book in a series. This case study focuses on how I collaborate with authors to determine which elements should carry over into the series brand.
Digital Editing & Retouching
Few stock photos are perfectly suited for a specific design project, and even fewer humans are print perfect. With over twenty years of professional experience using Adobe Photoshop, I’ve become adept at extensive image editing and detailed retouching that leaves the character and humanity of the model’s features intact.
Lip Service: 25 Years “We Want” Campaign
When legacy alternative fashion brand Lip Service reached their 25th anniversary, they wanted to produce a coffee table book about the history of the company and the self-described “Lippy addicts” who made it great. I designed the campaigns to collect customer photos and memories.
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