01 /

PROJECT

02 /

ABOUT

03 /

CV

MTL

18:37

LG Life Care

LG Life Care

LG Life Care

is a large-scale e-commerce platform serving more than 1 million LG group employees.

is a large-scale e-commerce platform serving more than 1 million LG group employees.

is a large-scale e-commerce platform serving more than 1 million LG group employees.

In a fast-paced environment where new events and promotions were launched daily, marketing assets needed to be delivered continuously under tight deadlines. Working closely with the design, development, and marketing teams, I produced digital assets for promotional campaigns and established a shared production guide that enabled designers to work with a consistent set of standards across projects.

My role

Senior Digital Designer

Type

Responsive Web & Mobile App

Team

Designer(6), Front-end developer(2), Marketing team (13)

Timeline

Mar 2021 - Feb 2022

1.

My role

Established a shared production guide to maintain design consistency across teams and supported ongoing promotional campaigns by producing marketing design assets for multiple digital channels

2.

Outcome

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Standardized Guidelines

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Defined clear standards for promotional assets

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Smoother Collaboration

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Created a shared framework that helped marketing and design teams align more efficiently

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Faster Production

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Helped speed up the creation of repeated promotional materials, making campaign launches faster and more stable.

3.

Challenge

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Problem 1 : Maintaining Consistency Across Multiple Designers

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With multiple promotions updated daily on a platform used by more than 1 million employees, several designers often worked on projects simultaneously. As the volume of work increased, establishing clear design standards became essential to ensure quality and visual consistency.

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Problem 2 : Revisions Slowing Promotion Launches

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Marketing briefs often included copy that exceeded the available space in banner layouts, resulting in frequent revisions during the design process. In a fast-paced e-commerce environment, these adjustments increased production time and occasionally delayed campaign launches and promotional initiatives.

4.

Solution

Multi-Channel Promotional Assets

Each promotion had to be adapted across multiple channels. As each channel required different dimensions and placements, a single campaign message was often translated into 8 to 12 coordinated design assets while maintaining a consistent visual identity.

Each promotion had to be adapted across multiple channels. As each channel required different dimensions and placements, a single campaign message was often translated into 8 to 12 coordinated design assets while maintaining a consistent visual identity.

Shared Production Guide

To ensure consistency in promotional assets across channels, I developed a shared production guide covering asset dimensions, text limits, image usage, background color rules, and fixed design elements. The guide served as a practical reference for designers, helping streamline repetitive production tasks and maintain consistency across campaigns.

To ensure consistency in promotional assets across channels, I developed a shared production guide covering asset dimensions, text limits, image usage, background color rules, and fixed design elements. The guide served as a practical reference for designers, helping streamline repetitive production tasks and maintain consistency across campaigns.

Workflow after shared guide

The guide was also used as a collaboration framework for the marketing team. By considering text length and content structure from the outset, marketers were able to prepare more design-ready briefs, enabling designers to produce assets more efficiently and reduce unnecessary revisions.

The guide was also used as a collaboration framework for the marketing team. By considering text length and content structure from the outset, marketers were able to prepare more design-ready briefs, enabling designers to produce assets more efficiently and reduce unnecessary revisions.

5.

Outcome

Guide Applied to Promotional Pages

Using the production guide, designers created promotional assets with a consistent structure across campaigns. While each campaign had its own visual direction, key elements followed a unified framework, ensuring consistency across simultaneous promotions.

Using the production guide, designers created promotional assets with a consistent structure across campaigns. While each campaign had its own visual direction, key elements followed a unified framework, ensuring consistency across simultaneous promotions.

Monthly Coupon Book Campaign

I designed a monthly coupon book campaign page running from January to December. Seasonal themes and campaign concepts were expressed through graphics, while coupon and benefit information was structured in a consistent layout.


This allowed users to enjoy a fresh visual experience each month while quickly understanding the benefits through a familiar and consistent information structure.

I designed a monthly coupon book campaign page running from January to December. Seasonal themes and campaign concepts were expressed through graphics, while coupon and benefit information was structured in a consistent layout.


This allowed users to enjoy a fresh visual experience each month while quickly understanding the benefits through a familiar and consistent information structure.

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