Maya Dukes Portfolio

From idea generation and inspiration boards to selecting the perfect location and styling, capturing a brand’s essence through photography requires a combination of aesthetic flair and an understanding of business objectives.

Beyond execution, I translate concepts into engaging customer experiences; delivering integrated campaigns that inspire action, delight, and exceed business objectives.

What I love most about designing digital experiences is I can bring dimension to a brand and engage customers anywhere. From capturing consumer mindset through whimsical seasonal campaigns to retargeting emails focused on shopping behavior, my creative strategy ensures all interactions between potential and active customers are beautifully seamless.

TUESDAY MORNING BRAND STRATEGY

Tuesday Morning is a national retail chain specializing in closeouts of high-end name brand gifts, home furnishings, housewares and more. The company opened its doors in 1974, and by 1998 had grown to 330 stores operating in 35 states, with over $900M in annual sales. I was brought onboard to lead the creative force in reinventing and evolving the brand's look + feel. Understanding that Tuesday Morning's core customer is savvy, discerning but not motivated by price alone, my design approach focused on highlighting the brand's one-of-a-kind merchandise, and
ever-changing selection through clean, streamlined layouts, compelling messaging and inspirational/aspirational photography.  

HOME DECORATORS COLLECTION STRATEGY

Home Decorators Collection is the home fashion furnishings and décor division of The Home Depot® offering a broad range of furniture, area rugs, and accessories via a monthly catalog and website. I was responsible for implementing and directing best-in-class branding efforts across all channels of the business. While leading the redesign of the company’s website and email templates, I utilized consumer data and analytics to improve performance, visual appearance, ease of navigation and consumer engagement.  

Tuesday Morning In-store signage redesign

Image one showcases previous signage approaches for the brand. The subsequent images are redesigned with the new branded look + feel applied.