Create Your First Project

Start adding your projects to your portfolio. Click on "Manage Projects" to get started

.pro-gallery-wix-wrapper {display: block !important;} .pro-gallery-wix-wrapper .gallery-item-container {opacity: 1 !important; display: block !important;}

FurHaven Digital Marketing Design

Project type

UX/UI

Date

2025

Role

UX/UI Designer, Digital Designer

As a key member of the in-house design team at PetWise, I led UX and UI initiatives across multiple brands, optimizing the direct-to-consumer (D2C) experience through cohesive navigation, responsive design, and research-driven creative. My role spanned everything from wireframing and visual design to competitive analysis and campaign development.

Highlights include the creation of a cross-brand super navigation that unified five pet brands under one digital ecosystem, homepage and modal design optimized for mobile and desktop, and a high-performing email campaign promoting FurHaven’s new bed collection. I also conducted a competitive brand audit and trend analysis to inform color, typography, and layout choices for the 2025 FurHaven rebrand, aligning the visual identity with Gen Z and Millennial consumer preferences.

These projects reflect my ability to balance brand individuality with cohesive UX strategy, all grounded in user-centered design thinking.

A mobile and desktop mock-up of the FurHaven dog bed ecommerce store website.

FurHaven D2C Responsive Homepage

I selected and optimized this hero image for use across the FurHaven homepage and digital advertising campaigns. Chosen in alignment with direction from the VP of Marketing, the image highlights one of our new bed silhouettes in a style and color that matches the refreshed brand palette. My goal was to evoke emotional connection through the dog’s expression while showcasing the product clearly and attractively.

In Photoshop, I made extensive adjustments: removing background clutter, brightening the foreground, blurring the background to create depth, retouching stray hairs, and straightening the dog bed for a polished, high-end look. To ensure headline visibility and proper focal hierarchy, I added a subtle gradient at the top of the image—this not only provided better contrast for white text but also helped the brighter foreground subject stand out more effectively.

I created separate crops for desktop and mobile, keeping copy placement and whitespace in mind, and collaborated with the Marketing Director to refine the messaging for brand tone and fit. This hero image was also used successfully in ad campaigns across Amazon, Chewy, Wayfair, and Walmart, demonstrating its flexibility and visual strength even before the multi-brand nav was implemented.

FurHaven New Bed Campaign Marketing Email

For FurHaven’s 2025 product launch, I designed a mobile-first marketing email to introduce their newest bed silhouettes, fabrics, and features. I began by wireframing the layout by hand, focusing on hierarchy, scannability, and CTA placement to optimize engagement—especially on mobile.

Once the layout was finalized, I created a responsive mock-up in Figma, aligning closely with FurHaven’s refreshed brand palette, typography, and tone. I paid careful attention to spacing, modular structure, and how the design would adapt across screen sizes.

The final design was built in Klaviyo, where I ensured responsive behavior and tested for visual consistency across devices. I selected on-brand photography, reinforced the new campaign messaging, and used branded colors and buttons to maintain a cohesive look and feel. The result was a polished, high-converting email that felt both fresh and distinctly FurHaven.

This project showcases my strength in UX planning, responsive email design, and maintaining brand fidelity while designing for conversion.

A mobile mock-up of a marketing email featuring high-end dog beds.

FurHaven D2C Email Lightbox Pop-Up

I designed this on-brand email sign-up lightbox in Adobe Illustrator, then built and implemented it in Klaviyo for the FurHaven website. I curated and extensively retouched the featured image—removing a distracting fence in the background, straightening the dog bed, and adjusting lighting and color for a high-end, inviting look that would complement the site’s refreshed brand feel.

The modal is conversion-focused yet visually warm, aligning with FurHaven’s tone of comfort and care. I chose green for the CTA and background overlay to tie in with the site’s primary palette, ensuring consistency across touchpoints. This piece helped boost email acquisition while reinforcing the updated brand identity.

Email Template Wireframe

I wireframed a responsive design by hand, and then created a high-fidelity mock-up in Figma for the FurHaven marketing email featuring new beds, maintaining consistent branding and layout across mobile and desktop while elevating the products.

A wireframe sketch of a responsive marketing email.