PROJECT OVERVIEW
Designing for a Canadian Bedding Brand
QE Home is a Canadian home textiles retailer with both an e-commerce presence and physical retail stores. Over four years, I designed across digital and print channels — producing weekly email campaigns, social media assets, in-store signage, and product packaging — while collaborating with marketing, content, and product teams to maintain brand consistency across every deliverable.
MY ROLE
Graphic Designer → Design Lead
Responsibilities
Execution: Designed email newsletters, social media assets, in-store signage, and product packaging across digital and print
Leadership: Managed and supported a team of 2–3 designers, reviewing work for brand alignment and design quality before escalating to senior stakeholders
Collaboration: Worked cross-functionally with Marketing, Photo, Web, and Product teams to ensure messaging consistency and timely campaign launches
Systems: Maintained a shared library of icons, colours, typography, and visual elements used across channels by the design team
DESIGN & PRODUCTION
Design Deliverables
Social Media
Designed dynamic posts, reels, and GIFs for Instagram and weekly product moodboards for Pinterest — promoting sales, new collections, and seasonal events.
Email Newsletter Campaigns
Designed and built weekly newsletters sent three times a week, promoting sales, product launches, and seasonal events.
In-Store Signage & Print Collateral
Designed print materials spanning multiple formats and scales — from intimate cash desk signs to large promotional posters — all maintaining QE Home's visual identity in a retail environment.
Posters & Cash Desk Signage
Promotional posters and cash desk signage designed for seasonal campaigns, product launches, and in-store promotions — printed and displayed across QE Home retail locations.
Valance Signs
In-store valance signs highlighting fabric qualities and benefits. The open space on the right accommodates store price signage added at the retail level.
Brochure
Laundering and fabric care brochure included with product packaging.
Packaging & Labels
Adapted the QE Home brand to physical product packaging, designing a product box and fabric label for retail use — coordinating with vendors to ensure print accuracy.
Shopping Bags
Retail shopping bag designs for in-store use.
Product Packaging
Packaging designed for the linen line launch, weighted blanket, and cooling blanket — coordinated with vendors for print production.
Icons & Visual Systems
Designed a suite of icons used across multiple channels — packaging, emails, website, and social media — as part of the centralized brand asset library. A selection is shown below.
Reflection
What I Learned
Four years of designing across digital and print taught me how to adapt a single brand voice to formats with very different constraints — from a 600px email column to a large-scale store banner. Growing into a lead role reinforced the importance of consistency, production efficiency, and giving clear, actionable feedback to a team.
Key Takeaways
Weekly campaign deadlines sharpened my ability to manage time and deliver consistently under pressure
Working across multiple teams taught me how to communicate clearly with people who had different priorities and workflows
Growing into a lead role reinforced the value of giving specific, actionable feedback to maintain design quality across a team
Designing for both digital and print simultaneously built a strong instinct for format constraints and production requirements
