Year
2024-Current
Role
Digital Art Director
Team
Creative Director: Diana Barnes
Motion Designer: SK Robert
UX Designer: David Ramirez
Copywriters: Vanessa Donley, Meredith Johnston, Duffy Dibley
Responsibility
Creative Strategy
Design Systems
Ecommerce Experience
Team Leadership
Cross-Functional Collaboration
As Digital Art Director, I led the evolution of Munchkin’s digital ecosystem, helping modernize the brand’s online presence and create a scalable foundation for future growth across ecommerce, marketing, and product experiences.
Partnering closely with ecommerce, product, marketing, and executive stakeholders, I was responsible for shaping the creative vision and execution of Munchkin’s digital transformation. My work focused on improving customer experience, increasing brand consistency, and establishing scalable systems that could support a growing portfolio of products and campaigns.
The Challenge:
Munchkin’s digital ecosystem had evolved over time across multiple business units, campaigns, and product categories. As the brand continued to grow, the existing experience created challenges around usability, content management, visual consistency, and long-term scalability.
The opportunity was not simply to redesign the website, but to create a digital foundation capable of supporting future business growth while delivering a more cohesive and intuitive customer experience.
The Approach:
Munchkin partnered with an external agency to redesign and relaunch Munchkin.com, establishing a new visual direction for the brand’s digital experience. As Digital Art Director, my role was to extend and operationalize that vision across the broader digital ecosystem.
I led the evolution of the website’s design language into a scalable digital design system, developing new components, page templates, and interaction patterns that could support a growing portfolio of products, campaigns, and content needs. Beyond the website, I translated the refreshed visual identity into a cohesive cross-channel system spanning email marketing, paid media, social content, landing pages, and digital campaigns.
Working closely with ecommerce, marketing, product, and development teams, I established standards, governance, and creative workflows that ensured consistency across customer touchpoints while enabling teams to move faster and scale more efficiently.
Impact:
✅ Contributed to the successful relaunch of Munchkin.com, helping establish a modern and scalable digital foundation for the brand
✅ Increased website sessions by 11% following the launch of the new digital experience
✅ Increased online sales by 78% and improved conversion rate by approximately 1 percentage point
✅ Expanded the redesigned website experience into a comprehensive digital design system adopted across email, paid media, social, landing pages, and marketing campaigns
✅ Developed scalable components, templates, and governance standards that improved consistency across customer touchpoints
✅ Enabled faster creative execution by creating reusable systems supporting ongoing product launches, promotions, and seasonal campaigns
✅ Strengthened brand consistency across ecommerce, marketing, and digital channels through a unified visual language
✅ Established a framework for future growth by aligning digital experiences across teams, platforms, and audiences
Leadership & Scope:
✅ Led art direction for Munchkin’s digital experience and website transformation
✅ Partnered with ecommerce, marketing, product, and executive stakeholders
✅ Directed UX, visual design, and design system development
✅ Established brand governance and digital design standards
✅ Mentored designers and collaborated with cross-functional teams throughout implementation
