Mini Kurhan, Design & Direction
Art Direction, Creative Direction, Design

Chronological Copy of The Evolving Styleguide


The Evolving Stylguide

In marketing design, styleguides can become outdated or lose their “surprise and delight” factor over time. To build or modify a styleguide quickly, and to keep projects moving, I’ve experimented with many solutions to build templates and styles without investing a lot of time or money.

  • Identify what worked best in previous projects (design styles, or results from performance metrics), and build upon it.
  • Select clean long-lasting core elements, and add in a few styles or colors to change seasonally.
  • View the work on different devices, adjust font sizes and colors for legibility, and spacing for finger-friendly touch targets.
  • Use existing designs as a starting point, and tweak them to fit the current need.
  • Leverage clever copy or beautiful photography to keep the designs feeling fresh.
  • Revise and refine with each new assignment, keep shipping projects.
  • Document the successful elements to use going forward.


Rothy’s: Revamping Styles for Mobile

My Role: Direction, Designer
Marketing Designer: Ashlee Rice

Rothy’s had recently created a beautiful brand guide, with detailed information on typography, with email templates based upon the guidelines. When I came onboard, I noticed the emails were not readable on mobile, and I wanted to adjust them without throwing away all the effort that had been put into them. The solution was to reduce the width of the email, and adjust the font sizes while evaluating them on a phone for readability. Spacing and nuances in typography were evaluated to keep the integrity of the brand guides and the original templates. Best of all, work could still move forward without disruption.



Luvocracy: Based Upon Product Design

My Role: Direction, Designer

I joined Luvocracy to support the Holiday marketing needs. They had just undergone a product redesign, and had never created any strong marketing styles. They wanted to reach a blogger-loving demographic by telling stories with an editorial slant. I referenced their app design, font styles and color palette, and added some holiday flair with supplemental fonts and colors.

Luvocracy Product Styles

The Luvocracy product styles were beautiful. I added a few elements to support the marketing strategy.


I first developed Holiday styles. One look for product marketing, another for editorial storytelling...

Luvocrcy Gift Email
Luvocrcy Black Friday Email
Luvocrcy Holiday Social

After the Holiday season, I chose an editorial-style font that could be used for all assets going forward…


Luvocrcy Social Post
Luvocrcy Social Post
Luvocrcy Social Post

This helped the editorial marketing placements stand out within the product.



ModCloth: Seasonal Styles

My Role: Design Direction
Design Team: Samantha Mansfield, Ryan Keightley, Danielly Aldana, Eryn Hesler, Aya Akazawa

My time as Design Manager at ModCloth is when I first tried creating an evolving styleguide. I identified the strongest evergreen elements from the team, and encouraged each designer to add personality to differentiate the many campaigns running in tandem (each campaign told a different story, and the design should support this). Each campaign could add a unique font, or use a unique color, but all should be formatted similarly to make them feel harmonious.



ModCloth: Building Upon a Style

My Role: Design Direction
Design Team: Samantha Mansfield, Ryan Keightley, Danielly Aldana, Eryn Hesler, Aya Akazawa

As Design Manager, I wrangled a high volume of marketing requests coming in from many different team members. I noticed that the team was creating new program-level initiatives relating to product development, and I decided to define styles that made the look and feel of these materials different from the rest of the fast-fashion marketing campaigns that were running weekly.


It started with a solid one-off Welcome email design…

ModCloth Welcome Email

Filters Email

Became a style for product feature- or account-related emails…


Developed into the styling for a new Community program…

ModCloth Community Email
ModCloth Community Registration

And continued in the designs for all product features going forward.