Role
Graphic Design Specialist • Digital & Marketing Design

Core Responsibilities
Digital campaign design • Visual design • Creative strategy • Brand consistency • Cross-functional collaboration • Multi-channel asset production

Key Deliverables
Website banners • Email graphics • MyLidl app assets • Digital campaign collateral • Social graphics • Advertisements • POS materials • Production-ready files • Design mockups

Project Overview
As part of Lidl US Headquarters Marketing, I designed high-volume digital and marketing campaigns supporting nationwide promotions and brand initiatives. My work spanned website, email, MyLidl, advertising, and in-store touchpoints, requiring visual consistency while adapting designs to different user contexts.

The challenge
Customers encounter Lidl promotions across multiple channels, often while quickly scanning for products, prices, offers, or next steps. The challenge was to communicate promotional information clearly while maintaining Lidl’s visual identity and encouraging users toward the intended action.

Design Approach
I used visual hierarchy and information prioritization to make the most important content immediately recognizable. Digital layouts generally prioritized the product or visual first, followed by the promotion, key message, and CTA. This reduced visual competition and helped users understand the offer without having to process every element equally.

I also adapted designs to the context of each platform rather than simply resizing the same creative. Website, email, and mobile experiences have different screen sizes and attention patterns, so I adjusted composition, spacing, typography, and CTA placement accordingly.

UX Collaboration & Conversion
I collaborated with the UX, Web, and App teams to test alternative designs with a focus on conversion. I explored different visual treatments, layouts, and CTA placements through digital screen mockups to evaluate which directions best supported the user's path toward the intended action before moving into final production.

Outcome
This work strengthened my ability to apply UX principles within marketing design—using hierarchy, clarity, visual prioritization, responsive thinking, and conversion-focused design to create cohesive experiences across digital and physical touchpoints.