DharmaCrafts Meditation Supplies
DharmaCrafts is an e-commerce and catalog company that specializes in handcrafted meditation cushions, meditation supplies, and inspirational jewelry. I was hired in 2004 to manage and update the website graphic elements. From 2005 to 2019 I was given all of the design roles for the company - web design, merchandising, email marketing, copywriting, and project management. In 2019 the owner retired and sold the company.
Photoshop, Illustator, Miva Merchant (shopping cart), MS Access, MS Excel, MS Word, Response POS, Secure FTP, HTML editor
"It is not hyperbole to say that DharmaCrafts would not have survived and thrived without Michelle's exceptional project management, copywriting, and design skills. Her work ethic and her ability to manage complex projects across departments is remarkable.
- Wendy Pilson
Director of Marketing and Operations (previous)
One of the many challenging aspects of doing creative work for a small company is that you need to plan graphic assets in advance and you need to be able to repurpose the limited elements you have. At DharmaCrafts we had one professional photo shoot a year and we needed to keep expenses at a minimum.
We choose a top down shot since this was something that would show a lot of gifts at once. I was able to repurpose elements from within the large shots for homepage banners, category icons, and email blasts.
The string lights in the photos served a dual purpose: they highlighted a best-selling product as well as provided a festive holiday touch.
While promotions with these images were not the only ones we ran for the holiday,our conversion rates for web tranactions in Q4 were up .5% in 2018 compared to the previous year.
Each fall DharmaCrafts held a mediation cushion sale which served several purposes: to bring in new customers, encourage regular customers to purchase new cushions, and to raise revenue to pay for the cost of the print catalog that won't land until October.
I chose a deep and energetic blue with golden leaves as a soft nod to fall. The colors offered the desired pop so the sale would stand out from our soft palette without being too jarring from the airy aesthetic of DharmaCrafts.
I was also tasked with adding new cushion products to the sale in our shopping cart. This involved many steps: formatting product data and images from the catalog and photoshoot, exporting data from our mail order Response database, formatting the data in Excel, and then importing the data into Miva Merchant.
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