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I am the full time Graphic Designer for Good Earth, a local grocery store with a focus on organic food. It has been a mainstay of the Marin community for almost 50 years. Most of that time, their marketing efforts were slim to none, mostly getting by on word of mouth. In the last few years, however, they have put a large emphasis on branding and solidifying their image.

 
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A series of advertisements I shot, edited, created the text for and resized for a variety of print publications and digital marketing campaigns.

A series of advertisements I shot, edited, created the text for and resized for a variety of print publications and digital marketing campaigns.

 

A large part of my job at Good Earth is updating older signs to add freshness and make them more relevant to today. Many of the signs in the store are 10 years old and are no longer on brand or a part of a cohesive image. In addition, I photograph and design all their print and digital ads, create their in-store signage, maintain the website, create content for social media, represent the store at community events, put out their monthly sales sheet and layout their bi-monthly newsletter.

 
Updated monthly sales sheet

Updated monthly sales sheet

Old monthly sales sheet

Old monthly sales sheet

 
Click to view the full newsletter

Click to view the full newsletter

Click to view the full newsletter

Click to view the full newsletter

Click to view the full newsletter

Click to view the full newsletter

 
 

One of the biggest things I have done at Good Earth was completely redesign their website. I started from the very bottom and designed with UX/UI at the forefront. The entire menu structure got over hauled and the navigation reimagined. The colors were changed from greens to a maroon to stand out from the rest of the natural foods worlds. Every word was rewritten to ensure it was updated and best reflected our standards. It was a multi-month long project that required many rounds of design, a lot of content creation (all 300 of our produce sale pictures had to be redone to be bigger and higher resolution), and many hours of copying and pasting (100+ newsletter articles had to be copied and reformatted by hand!). I’m so pleased with the result and cannot wait to see how it improves our business.

 
Home page of the old website.

Home page of the old website.

 

The old website was busy, crowded and overwhelming. I wanted to completely revamp it to make everything easy to find and keep customers on the site longer.

 
The former Newsletter Subscription page. Yes, it had it’s own page!

The former Newsletter Subscription page. Yes, it had it’s own page!

Former Quality Standards page. A lot of text with no visual breaks.

Former Quality Standards page. A lot of text with no visual breaks.