Simms Fishing

Starting as a UX Designer in 2022, I now design and lead a team of designers across all visual channels. Working alongside e-commerce and marketing, we shape campaign concepts into cohesive digital experiences spanning email, paid social, and our site. From concept through execution, I balance creative direction, hands-on design, and team leadership to create thoughtful, impactful work that makes people want to fish it well.

Cross-Channel Campaigns

Full campaign development from creative concepts to final deliverable execution.

Team execution of comprehensive campaign. I created the shipping calendar illustration, led art direction on laydown photoshoot and handled digital ads.

Elements I designed from fall wader and wader maker campaigns that came to life simultaneously.

High level creative established by Pilot, design agency, and I handled execution across digital channels and a printed mailer.

Email

Digital Ads

Design Of Simms Blog: The Plug

Design Sprint

I led a week long Design Sprint with a curated team of coworkers to jump-start the design of the blog.
Prototyping & Testing

After creating a visually functional prototype, we conducted user testing to learn how we could improve the design.
Design

The platform was designed with scale in mind and is based off of 3-5 robust page templates.
Definitions

Custom design and custom development integrated this into our Shopify store, so each element was defined for dev.
Tagging Structure

The logic of article filtering, categories, and placement are based off of a backend tagging structure.
Branding

The Plug - Your source for keeping the stoke afloat. A name that references the crucial part of keeping your boat afloat and a steady stream of content.
Onboarding & Launch Prep

The last step: making it live. After onboarding our Social/PR team and adjusting site navigation, this beast can finally breathe.