Ashley Kieffer
Payless_Website-Clean-Chop.jpg

Payless.com Refresh

Payless.com Refresh

The client wanted to shift away from being a “value brand” and move the website to a more elevated stage. Using our existing template, we worked to simplify the website and reduce the visual impact of each story to make them feel more cohesive overall.

As part of my designer role with the Payless Shoesource digital team, I created content for their website and social channels based on seasonal promotions. For each promo that I lead, I would be responsible for: story layout, working with the photographer to style, art direct, and shoot products, and collaborating with our copywriter and photo retoucher to get the items I needed. Then as the project made it’s way through client reviews, I would oversee all changes (making the edits myself or delegating them to our junior production designer) and also work with the developer to ensure all approved content was loaded to the site accurately.

Design | Product Styling & Photography | Art direction

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