Lucie A.

Guardian of Smashood's brand image, I designed and orchestrated the entire visual ecosystem and communication strategy. My role involved building a strong, coherent, and memorable identity, deployed across all touchpoints: from initial branding to point-of-sale UI/UX design.

Logo Design: (Logotype, emblem, variations)

Graphic Guidelines Development: Defining the color palette, typography, and iconography to ensure absolute consistency across all future media.

Brand Positioning: Developing the overall communication strategy to define the brand's tone of voice and message against competitors.

Website Design: Architecture, interface design, and customer journey optimization to reflect the brand identity while maximizing conversion.

Interactive Ordering Kiosks and More: Designing the user interface (UI) specific to in-store kiosks. In-depth work on ergonomics (UX) to streamline ordering, reduce wait times, and highlight product offerings.

Creation of visual content for marketing campaigns (social media, advertising, promotional materials).

End-to-end visual production management, ensuring adherence to deadlines and alignment between strategic vision and creative execution.

Major Project: Completion of a comprehensive strategic design dossier. Strategic & Marketing Analysis. Brand Identity & UX: Creation of the visual universe (Moodboard - Logo - Graphic Guidelines). Technical Design & Architecture: Development of the sitemap, SEO strategy, UI zoning, and interactive prototypes (Figma). Communication Strategy: Plan, editorial calendar, newsletters, print materials, content creation, Capcut video. Introduction to WordPress integration and content management.

Graphic Design & Communication: Responsible for the entire creation process for 2 distinct brands. (Creation of complete seasonal collections with artwork) Workflow Management: Material sourcing, technical dossiers, and prototype approval (SMS, PPS) Autonomous creation of logos, brand visuals, graphic guidelines, print materials, and packaging. Direction: Development of complete technical storyboards in English, artwork, and other visuals necessary for communication. Project Management: Creation of a plan and PPS tracking.