Retail Production Powerhouse
Elevating Print and
Digital Campaigns
Reimagining Macy's Digital Swagger
Design Meets Execution
Producing Visual Assets for Print and Digital Campaigns
Print Production Expertise
Designed, prepared, and executed large-format print assets for in-store signage, billboards, and vehicle wraps.
Campaign Coordination
Streamlined workflows between creative, production, and installation teams to ensure the timely and accurate delivery of marketing materials.
Efficient Asset Development
Ensured all designs, whether for print or digital, adhered to brand guidelines and met technical specifications for large-format production.
Creating Visual Impact Across Diverse Channels
The objective was to develop compelling print materials while managing the digital assets that would drive both in-store and outdoor marketing initiatives. These included high-visibility formats such as billboards, transit advertisements, environmental wraps, and product displays—all of which required seamless coordination between creative design, production, and installation teams.
Retail Shoppers
Interacted with physical and digital advertisements in various settings, from in-store displays to outdoor billboards.
Marketing Teams
Worked with the team responsible for campaign strategy and creative direction, ensuring messaging resonated with diverse target audiences.
Internal Stakeholders
Met with senior management and content creators, whose feedback was integral to ensuring all assets were aligned with business goals.
Production Teams
Collaborated closely to create visually impactful assets, ensuring all elements were print-ready and production-friendly.
From Concept to Completion
Navigating the Production Workflow
We built visually engaging assets for a variety of formats, ensuring that creative work adhered to brand guidelines while considering the unique requirements of large-scale prints and installations.
Our production team was responsible for the physical creation of print assets, handling all aspects from paper material selection to final production and installation.
We also oversaw all aspects of production, ensuring that timelines, budgets, and quality standards were maintained throughout the project.
Tight Deadlines and Swift Turnarounds
Retail Market Leaders
Adapting to Changes
Quickly adjusted to scope changes, evolving design requirements, and last-minute feedback to ensure that all assets were produced on schedule.
Budget Control
Managed project budgets with a focus on efficient resource allocation to meet both design and production goals.
Timeline Management
Worked within compressed timeframes for the design, approval, and production of physical marketing materials, including large-format displays and vehicle wraps.
Production Execution
We ensured all content materials were perfectly in line with the brand identity before final production.
End-to-End Production
From Design to Installation
It's all about delivering high-visibility campaigns
across multiple formats
Collaborating with design teams, I played a key role in preparing and formatting a wide range of print materials. This included producing high-quality files for billboards, bus wraps, environmental graphics, and in-store displays.
We ensured that all assets were proofed and finalized for production, managing file preparation, color correction, and proofing for various print mediums. This attention to detail was essential in guaranteeing that final products met brand standards and installation requirements.
Behind the Scenes
A Healing Journey at Macy's
Working at Macy’s in New York was more than just a gig—it was a memorable and healing experience during one of the toughest periods of my life. Just months before I started this role as a production artist, I had lost a child, a grief so deep that I wasn’t sure how I would get through each day. But the time I spent working at Macy’s, in their newly relocated offices at a reimagined 1926 factory building in Long Island City, was unexpectedly therapeutic.
By 2017, Macy’s had recently moved its operations into the industrial space on the third floor. It was a place full of history, but also full of fresh energy—a perfect setting for me to immerse myself in the world of design again. I had a long commute from Brick Church to New York Penn Station, sometimes over an hour or more. On days when construction rerouted my path through Hoboken, I took the ferry. These moments of solitude on the train or the boat became my space for meditation. I gave myself permission to grieve, to reflect, and to heal, knowing that each day was an opportunity to focus on the work in front of me, but also to quietly process the pain I was carrying.
But while I was immersed in the technical aspects of production work, something deeply personal was unfolding in my life. My husband and I had decided to get married during this period. We chose a private courthouse ceremony, small and intimate. We were unable to afford anything extravagant, so from Macy’s I made a meaningful choice: I bought a modest white gold wedding band for him and the shirt and tie he wore on our day.
We married just a few weeks after I left Macy’s, on November 28. Our son’s ashes were present at the ceremony, an incredibly poignant moment that felt like a bittersweet ending and a beautiful beginning. As we exchanged vows, it felt like I was closing one chapter of my life, while simultaneously opening a new one. We were about to start a fresh journey together in Atlanta, and in that moment, I felt a sense of peace and healing, knowing that despite the pain, we were moving forward, stronger and more united.
While my time at Macy’s was brief, it played a pivotal role in my personal healing and professional growth. I’ll always be grateful for the opportunity to work alongside talented people who shared their wisdom and kindness with me, and for the chance to grieve, learn, and rebuild my life during such a transitional time.
