Nancy Rojas-Fairly

When I started with Fitness Finders, I had the challenge to "clean up" the design and layout of their annual catalog but do it in fewer pages and with more products on a page. I collaborated with their cross-functional staff on merchandising pages as well as the creative direction of the catalog. I designed and executed new concepts and formats for the Fitness Finders, Inc. annual catalog (44 pages) with 80% of existing photography for several years.

The next challenge was to create and design a 20-page "mag-a-log" to be used as a test vehicle for non-responsive and prospective customers. The FF staff gave me the direction to create pages that were engaging and informative, as well as to sell merchandise.

I worked collaboratively with their in-house staff to develop concepts that improve product selection, placement, and pagination to communicate their brand and message better. Directed and monitored in-house copywriter, project coordinator, illustrator, and photographer.

I worked with their email team to develop email strategies and campaigns to communicate to specific target markets and increase conversion effectively. I designed the email graphics and modified email templates in Mailchimp. I directed the group to write a provoking or actionable subject line and content.

Working with the FF website people has been fun, too. We coordinate all the visuals needed for products and promotions. I directed their in-house photographer on product photography for their website and worked with copywriters on content. I have designed several category landing pages for them.