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© Copyright 2015 Melissa Ella Castloo | Stealing is not a form of flattery.

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I woke up like this I woke up like this I woke up like this I woke up like this I woke up like this I woke up like this

On 18, Jan 2015 | In | By me

I woke up like this

There’s an art and a science to beauty.

Currently at Sephora, I lead a team of five email designers (ranging from senior to production). We send, on average, four emails a week, each versioned and targeted to clients through Sephora’s loyalty program. Outside of our core projects, my team also partners with Marketing and Analytics for consumer behavior testing. For example, we’ve learned how faux-video content performs vs. static imagery, where to templatize full-sized products, and the best layouts for promotional offers.

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Golden Age of Travel Golden Age of Travel Golden Age of Travel Golden Age of Travel Golden Age of Travel Golden Age of Travel

On 01, Jan 2013 | In | By me

Golden Age of Travel

The Travel-Ticker redesign was one of the most rewarding projects I worked on with T3. The clients were excited and stimulating. As the design lead, I presented to our clients along side the wordsmith Chrissy Ragan, I kept (and created) the branding standards. From pitch to production, I’m proud of the team and what we accomplished for the user, so here’s the story:

With travel deal seekers revisiting sites frequently, it wasn’t enough to design a standard, resizable banner. We created a system of illustrations based on geometric shapes that could be assembled in different configurations to keep our message updated and eye-catching.
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Get Jot Get Jot

On 28, Dec 2012 | In | By me

Get Jot

To show the benefits of a new time-saving app from a Chase, I concepted and art directed this rich media mobile ad as part of digital advertising campaign. In an effort to help business owners increase efficiency, the concept here was to relate to our cardholders by illustrating an overwhelming amount of receipts, and in turn, provide a calming solution.

Check out the animation and mobile landing environment next.

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T3 Mobile Site T3 Mobile Site

On 30, Dec 2012 | In | By me

T3 Mobile Site

I love this “practice what you preach” project.

Though some might shrug off an internal assignment, I took it as a chance to partner with UX to deliver a concise, audience-driven experience. The objective was to provide industry savvy users access to the most relevant content with a focus on the agency’s contact information. The site is designed with minimal distraction with touchable navigation and scrollable content.

If you are checking this out on your mobile device, you can see the live site in action here.

Who Knew!

On 02, Jan 2013 | In | By me

Who Knew!

JCPenney. (Or Penneys, if you’re my mother reading this.)

Here’s the account where I earned my digital chops. Day to day, I was responsible for concepting multiple banner options for client review and also for leading client selected storyboards through production and development. Working within brand standards all while pushing the boundaries for digital innovation solidified my confidence in the creative process. I also worked within teams to pitch seasonal campaigns and execute social media deliverables. I have no reservations when it comes to working across the aisle to ensure a cohesive product that captures all of the clients needs. From development to account, I am pro think tank.

Lovely flash banners are waiting!

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Travel Demo

On 30, Dec 2012 | In | By me

Travel Demo

Wrangling the amount of content for a rewards program is no trivial pursuit.

A multi-touchpoint campaign strategy led us to provide cardholders with digestible amounts of information paired with an existing direct mail component. Starting with the digital landing environment for all marketing touchpoints, my involvement in the campaign began with designing the site and lead to art directing a versioned instructional video as well as an email.

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Keep it interesting. Keep it interesting. Keep it interesting. Keep it interesting. Keep it interesting. Keep it interesting.

On 03, Jan 2013 | In | By me

Keep it interesting.

Here’s an attention grabbing campaign. The project was to communicate that MSN gives users what they need to stay interested and constantly sharing. Within the creative platform we had to tackle both the intrinsic content that MSN delivers and the extrinsic value to staying connected.

The idea is rooted in places where you normally have very little to say and it might be social awkward to do so. Think laundry mat, elevator, public restrooms. MSN solves the problem of having nothing to say. You can do better than talk about the weather.

Imagine a bus stop keeping your mind occupied while you wait. How awesome would it have a hold on the best gossip while waiting for your laundry to dry. MSN keeps you interesting.

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A Customer Journey A Customer Journey A Customer Journey

On 30, Dec 2012 | In | By me

A Customer Journey

I’ll take a good oddball project anyday.

Here we were tasked to construct an entire customer journey from awareness to loyalty. Collaborating with senior copywriter Chrissy Ragan and senior art director Sara Suter for the overall presentation, together we developed a comprehensive integrated marketing campaign.

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Lift the world. Lift the world. Lift the world. Lift the world. Lift the world. Lift the world.

On 09, Oct 2013 | In | By me

Lift the world.

Razoo is the crowdfunding for causes. When we launched a brand refresh coupled with new functionality, we knew the entire site experience needed an overhaul. Piece by piece we built an engaging, trustworthy and uplifting platform for both donors and fundraisers.

I was responsible for creating the working UI style guide to implement across projects ranging from homepage optimization to a National PTA campaign. I also established a marketing imagery guide surfacing UGC with authentic impact. I designed a mobile site, an email strategy, and even an Oprah ad.

My bandwidth was equal parts marketing and product. Focusing the user experience from a brand perspective allowed light, emotional touch-points to lead donors to feeling the impact of their donations. For example, we tested a donation basket as opposed to a shopping cart. With mobile, we learned to surface local organizations first and to make the most of social sharing. Post-donation emails perform better with “pat on the back” messaging.

Lean UX played an integral part of user testing. We visited with users in coffee shops and completed 5 second tests online. The product and brand are still evolving but the foundation to change the world holds strong.


Polkinghorn Group Architects, Inc. Polkinghorn Group Architects, Inc. Polkinghorn Group Architects, Inc. Polkinghorn Group Architects, Inc. Polkinghorn Group Architects, Inc.

On 01, Jan 2013 | In | By me

Polkinghorn Group Architects, Inc.

I was approach by the firm’s web developer to reevaluate and design an entire new site. With a team of four, we built a new framework, paired down content and worked towards the simplest functionality. Everyone was thrilled with the results, and I had a great time working one-on-one with professionals I respect.

The site’s main focus, the work section, features a quick, horizontal navigation. This allows potential clients to flip through the work without moving a cursor.

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