CV PORTFOLIO Desiree Verkerk (Design and concept)

> MISS ETAM

> KPN

> RESUME

> OIL PAINTINGS

> 247 WONEN

EVERY WRINKLE OF JOY HAS A STORY

Click on a wrinkle to find out more

Has it been 10 years already?

10 years of working on online and offline

campains. Getting to know people, telling their

stories and seeing creativity being measured by

KPI’s and conversion rates. Omnichannel is a

must and thank goodness people understand the

importance of online brand identity these days.

Capturing 10 years of work in one resume is hard

to do. But I thought I’d give it a try:)

MISS ETAM

MISS ETAM

ONLINE DESIGN AT THE “ETAMGROEP”

The perfect jeans for every woman

FASHION HOROSCOPEhappy birthday

SALEgoing for high conversion

I started at the Etamgroep as a freelance designer. But in a couple of months they asked me to stay. I really enjoyed the challenge and continued to work there for five years (until January 2016). At Etam I was part of the UX team, I further developed (the concepts) for the online content, including the newsletters and was responsible for the design. We had 2 brands Miss Etam and Promiss. As a compliment for all the hard work we won the Gfk award in 2014.

> DECEMBER CAMPAIGN

> HOROSCOPE IDEA

> SALE IDEA> JEANS CAMPAIGN

HOME MISS ETAM KPN 247 WONEN RESUME OIL PAINTINGS

JEANS PAGINA 1

THE PERFECT JEANS FOR EVERY WOMANNEWSLETTER

The top of the newsletter lead to an inspiring jeans page including a number of questions helping customers on their way in selecting the pair of best fitting jeans for their body type.

On top of the individual landingspages of the jeans types extra explanation was offered. Underneath you could see all the jeans within this jeans type.

LANDINGSPAGE

> NEXT PAGE JEANS > DECEMBER CAMPAIGN

> HOROSCOPE IDEA

> SALE IDEA

Online refunds cost money. In order to maintain our focus on dressing every type of woman (not just models) while at the same time reducing refunds, we came up with the following concept: “The perfect jeans for every woman”.

As part of this concept fitting guides were created on each online and offline touchpoint, offering customers assistance in selecting the jeans most suitable for their body type.


ONLINE MAGAZINE TWO EXAMPLE PAGES OF THE MAGAZINE

> PREVIOUS PAGE JEANS > DECEMBER CAMPAIGN

> HOROSCOPE IDEA

> SALE IDEA

At Etam I was highly devoted to creating the monthly online magazine.

Numbers underline the significance of such projects. The receipt amount is 20% higher

when people buy from inspiring pages.


HIGHLIGHTS OMNICHANNEL CAMPAIGN

ADVENT CALENDAR

HOME KPN 247 WONEN MISS ETAM RESUME PAINTINGS

> NEXT PAGE DECEMBER > JEANS CAMPAIGN

> HOROSCOPE IDEA

> SALE IDEA

The goal of this campain was to enlarge customer engagement. And how do you do that? Well just spoil her in the busiest month of the year. Get her to relax and enjoy it. So she’ll remember your brand as the one who cared for her when she was so busy taking care of others. This campain was guided by the title:

The campaign was given a diamond shaped logo because our customer would shine like a diamond.A couple of examples of campaign actions:

- Advent calendar (5 years ago I was the first person in the online fashion industry to make an advent calendar)- Styling nights in the shop- Clutch action in which she could win clothes for a whole year. - Real life stories from our customers

Amongst others, the advent calendar includes discounts, tips, polls as stated on Facebook and the blog. This also helps improve customer engagement on social media.


> JEANS CAMPAIGN

> HOROSCOPE IDEA

> SALE IDEA

CLUTCH ACTION

Women went banana’s during this action. They could not only win these clutches, but they could also win a year long of free shopping. Note said that an executive at etam came up with the idea to give away the clutches. I was the one who said: “Why not put an extra prize in it to make the surprise even better:)”. This idea really helped getting customers back on the online channels and in the real life shops. The comments on social became increasingly more possitive throughout the month of December.


> PREVIOUS PAGE

CAPRICORN23 DECEMBER - 20 JANUARI

AQARIUS21 JANUARI - 18 FEBRUARI

PICSES19 FEBRUARI - 20 MAART

FASHION HOROSCOPE

Miss Etam always send the same Birthday mail. It wasn’t opened often, so I suggested a change. So ... What is related to your Birthday? Well, your horoscope, of course. And although most women think they’re nonsence they still read them.

In 2016 the fashion horoscope will be launched. Newsletter subscribers will receive their personalized Etam Birthday mail including their horoscoon tips and Birthday discount.

Besides the concept and overall design I also created the illustrations for which my beautiful colleagues modeled :-)

GEMINI22 MAY - 20 JUNE


> JEANS CAMPAIGN

> DECEMBER CAMPAIGN

> SALE IDEA

ONLINE NEWSLETTERONLINE NEWSLETTER

> JEANS CAMPAIGN

> DECEMBER CAMPAIGN

> HOROSCOPE IDEA

In an online world we all look at the numbers. But sometimes we tend to forget customers need to be triggered as well. Customers have to like and keep you in mind for the long term.

This is an example of a newsletter I came up with that worked really well.

In every sale period, Miss Etam offered so many clothes, women got overwelmed. After testing it turned out it was sometimes good for conversion to split the sale items in the newsletter in groups, so they could find what they wanted easier.

Low prices are also a trigger to click. That’s why the different product groups were made out of 10 and 5 euro bills.

I made a lot of newsletters at Miss Etam, this way of thinking led to the effect that my average newsletter conversion was 0,4% higher than other newsletters at Miss Etam. My highest conversion was 4,5%.


KPN

ABRI CAMPAIGN & NEWSPAPER AD


While I worked as an Art Director at FHV/BBDO one of my clients was KPN. I really enjoyed working for them. Connecting with them, making them smile without losing sight of the target to sell them products.

On this page you can see an example of a campaign I made for Father’s Day. It was suppossed to become a simple IM ad but they liked it so much that it became a national abri campain. They even send it to the ADCN awards. Quick note: I also made all the devices. I learned a lot at the Willem De Kooning academy as you can see:)

I-Pod shuffle voor papa

> VIEW KPN & THE QUEEN > VIEW KPN & SUMMER


NEWSPAPER AD +The queen was crowned 25 years ago and KPN was purveyor to the queen (the K in KPN stands voor koninklijk (royal). KPN wanted to emphasize this in their ad.

The concept (made with 2 other colleagues): 1) Place an ad in which we ask people to send an sms to the queen;2) Place all these SMS messages in an ad;3) Present it to the queen.

The advantage of this idea was that KPN as a brand got interaction with their clients (in a time that social media didn’t exist that was a big thing:)

> VIEW KPN & FATHER’S DAY > VIEW KPN & SUMMER


SEE TROUGH NEWSPAPER AD

The KPN campaign was: “Enjoy this carefree summer.”Among this campaign I came up with the following idea. At first you saw a white newspaper ad. With the text: Hold this page against the light. When you did this, the ad became readable. As you can see on the right.

> VIEW KPN & FATHER’S DAY >VIEW KPN & THE QUEEN


247 WONEN

REDESIGN

Designing is more than placing a couple of pictures in the right order and choosing a font. Designing is thinking about the needs of your customers making things logic and understanding their likes and dislikes. I redesigned this magazine. Grouped elements and articles in order to make it more readable. In 3 months the edition number doubled form 25.000 to 50.000 without increasing production costs.


Desiree Verkerk’s-Gravendijkwal 163a

3021 EM Rotterdam 06 55 687 537

[email protected]

DesignLoket – 2009 – presentFreelance art director/designer

art education and artist of fine art

Miss Etam - 2011 – 2016E-commerce/webdesign

Kluwer – 2008 - 2009Media advisor

Kroes en partners - 2006- 2008Notarial employee

DCMP - 2005 – 2006Designer, head of studio

FHV.BBDO - 2004 – 2005Art Director

Red Pepper - 2003-2004Art Director

BBCW/Y&R - 2002 - 2003(intern)Junior Art Director

> ACHIEVEMENTS

- Winner Thuiswinkel Awards (Gfk) 2014 (at that time I was responsible for the design of 85% of the online communication);- Highest conversion 4,5%;- My average conversion was 0,4% higher than the average conversion at Miss Etam;- After restyling the magzine “247 wonen” copies of the edition doubled from 25000 to 50000 copies; - Turning a simple IM ad into a national abri campain which was sent to the ADCN:- Getting McCain noticed again with a small budget;- At my Internship at (BBCW/Y&R) I started as a DTP specialist, but after three months 3 months of hard work I got my own office and was titled junior Art director;- Starting my own company and selling my paintings;- Winner “regionale kunstdagen” (Art competition South Holland) and finishing as the 8th at the “nationale kunstdagen” (national art competition);- finalist writer Libelle Nieuwscafé (selected out of more than 400 candidates);

> SKILLS

- Restyling designing (online and offline); - Concepting (brand identity);- Creating new marketing strategies;- Product improvement;- Writing short copy;- Managing designers;- Art direction at photoshoots;- Making presentations;- Knowledge UX Design;

> EDUCATION

2015: Responsive webdesign, Aquent Gymnasium2015: Making wordpress templates, Aquent Gymnasium2015: UX Fundamentals, Aquent Gymnasium2015 : Coding for designers, Aquent Gymnasium2008 : Sales course, Neways (presentation, cold acquisition)1999/2003 : Advertising (with an extra course of graphic design) Willem de Kooning academy1993/1999 : Atheneum, Groene Hart Lyceum

> PROGRAMS

Photoshop IllustratorInDesignEC managerWordpress Html (basic principles)Css (basic principles)

> HOBBY’S

Aikido, horseback riding, painting, playing the piano, writing stories, reading, going to concerts and musea and admiring my dog Boris

> PERSONALITY

Eager to learn, honest, brave, I work best within a surrounding of people who just want to do their work the best they can.


PAINTINGS WITH A STORY

In my paintings I like to tell stories. When you look longer you’ll discover a bit of sarcastic or ironic humor in them. It was never a goal to become a professional painter. But suddenly people started buying my paintings. I think I’m just the lukiest bastard there is.

Doing the things I love. Designing, painting and telling stories. Einstein once said:”Logic brings you from A to B, imagination will take you everywhere.” And I’m very curious to see where my imagination will take me in the future :)


CV PORTFOLIO Desiree Verkerk (Design and concept)

Design

Transcript of CV PORTFOLIO Desiree Verkerk (Design and concept)