DUMB LOVE
Role: Creative Lead & Designer | 2023 - 2025
As Creative Lead, I guided the creative vision and played a pivotal role in launching Dumb Love, from initial concept to market debut. I'm proud to present how I've contributed to this brand!
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Dumb Love is a Pickleball apparel company based in Austin, Texas with a distinct focus on fun, style, and the love of the game.
WEBSITE DESIGN
CONCEPT - DEVELOPMENT - FUNCTION
I served as the lead creative & developer, utilizing Shopify to create a fully functional and engaging website for consumers.
Throughout the process, I utilized Notion to organize site mapping, product organization + hierarchy, website guidelines, and future updates.
Since launch, I have overseen the implementation of additional pages, features, visuals, & products as the brand has expanded.
BRANDING
DIRECTION - PRODUCTION - DESIGN
Throughout the creation of Dumb Love, I researched + developed various colors, typefaces, and visuals to inform brand and product direction. Additionally, I worked with contracted designers to develop the core brand elements.
My goal was to appeal to all genders, while taking into consideration the product design and targeted age groups.
Deliverables for my branding work include mood boards, product elements & designs, brand guidelines, copywriting, social media planning, tech sheets and more.
PHOTOGRAPHY
PRODUCTS - EVENTS - DETAILS
Responsible for all photography featured throughout the website and social media, excluding any iPhone photography.
I captured, edited, formatted, and curated any photo needs regarding online product pages, social content, and promotional materials. Additionally, I was responsible for photoshoot planning, including reference sheets, location, direction, and organization of models x products.
MARKETING
EMAIL - PRINT - SOCIAL
I designed graphics for both physical and digital marketing needs. This included handout postcards, event promotion, email designs, and social media posts. Additionally, I worked with local print shops regarding printed elements.
Post-launch, I have executed weekly email marketing campaigns, from graphics to copy to quarterly planning. This content includes event graphics, pickleball + Austin related deep dives, product highlights, and sale announcements.
VIDEOGRAPHY
BRAND - PRODUCT - ADVERTISING
I oversaw video development to elevate the brand and products, from concept to creation. My process involved development, storyboarding, shooting, editing + color grading, and exportation.
The brand videos are a key feature for the website experience and social media engagement. The goal was to highlight the apparel while encompassing the spirit of Pickleball in Austin.
Additionally, each product page has its own unique looping video that blends the product with the Austin environment, elevating the customer experience.
See examples showcased below or at www.dumblove.com
