︎
BagWorksNY

Website
Development
Graphic


BagWorksNY is a B2B brand, aims to provide premium custom print tote bag to different sizes companies, such as New York Times, Dermalogica, and local book stores, coffee shops. 

Website link  



Role

Lead Designer


Brand

BagWorksNY
Challenge

BagWorksNY aims to rebrand itself to expand its market reach among small business owners and drive revenue growth. The new brand identity and system should maintain a connection to BagWorksNY's previous style while feeling professional, inviting, and modern.
Outcome

User engagement increased from an average of 14% to 19%, contributing to a 30% revenue growth within approximately one year.



Content

Brand Strategy
Email marketing design
Social media marketing design
Homepage redesign
Campaign design
Mascot and icon design
Dieline template redesign
Print material & product catalog design
Instruction and customer review video design
Sample artwork design
Trade show display design


Brand Strategy


By analyzing existing customers and marketing channels, we identified younger small business owners as the target audience, favoring a vibrant, approachable, and playful aesthetic. BagWorksNY’s positioning highlights higher quality, eco-friendly materials, and more printing options, so the brand design needed to be clean, energetic, and sustainability-focused. We replaced the old dark blue with a vibrant blue and cream palette, adding green for eco-friendliness, orange for service, and gray for efficiency. Playful hand-drawn elements and dove motifs were used to resonate with the target audience.



Email marketing design


Optimized the subject, header design, and CTA button, with A/B testing of different design options, increased the click through rate from avg 14% to avg 19% eventually. Also used ChatGPT to help the copywriting, and built the customed copywriting conversation prompt with our copywriting data.




Social media marketing design






Homepage redesign


Reorganized the information structure of the website to develope the user experience and visual style, optimized the SEO with marketing team.

Campaign design


Design concepts and visuals were provided for the promotional campaign, and cross-platform design solutions were implemented, including emails and separate web pages.

Website page

 




Mascot and icon design


Establish the overall visual style of the brand. Since the target users are young groups, the overall style is open, contemporary, friendly and inspiring. I designed a set of ICONS and mascot designs and applied them to websites, emails, printed materials, social media and other platforms

Dieline template redesign


Optimized the dieline template for clients, reducing redundant conversations about dieline production by approximately 30%.




Print material & product catalog design





Instruction and customer review video design


For this video, we aim to use an appealing instructional video to explain the order process. This reduces the pressure on customer service communication and establishes a reliable and friendly brand image. I helped build the concept, storyboard, and visual style. As a result, it reduced about 60% of similar questions regarding the order process.







Sample artwork design


Create multiple artworks in different styles to showcase the possibilities of tote bag customization. Each artwork is based on the features of each bag type, making the brand memorable to customers.



Trade show display design

Led the holistic trade show design from end to end.