St Frock

Between 2021 and 2025, I was responsible for digital design for online fashion retailer St Frock, producing EDMs, GIFs and social media assets to support the brand's day-to-day marketing.

The major challenge I faced with fast-moving ecommerce fashion was fighting fatigue: customers are hit with sales emails and social content constantly, so it's easy for a brand to blur into background noise if every asset looks the same. My solution was to keep the visual language bold, fun, eclectic and feminine, but never static. Bright colours and playful feminine touches gave the brand a consistent identity, while GIFs and on-trend assets kept the content feeling fresh. No two sales, emails or collections looked quite the same.

This resulted in a high volume of cohesive, on-brand digital assets across email, social and web, built to hold attention in a crowded space rather than get scrolled past. Campaigns ran year-round across major retail moments like Black Friday, Boxing Day and Afterpay Day, as well as recurring seasonal pushes such as workwear sales, winter and spring collections, and new-arrival drops.