Sierra Content | Cheyenne Tang Design

Sierra Content Creation

Graphic Design Co-op | Sierra (TJX Corporations)

Problem

Low engagement on Instagram and low brand recognition. We were only using product photography for web and email; we were looking for ways to leverage these images in more places.

Solution

Create moving graphics to elevate social media posts with the knowledge that video content is increasing as the most popular type of content.

Project Details

My involvement with Sierra’s content creation was ongoing throughout my 6-month co-op. The creative team would split up posts throughout the month. Alongside social media content, the creative team would also work on e-mail graphics, web banners, and in-store signage.

Team

Graphic Design Lead: Mallory DeRoche

Copy: Allison Farrelly

Creative Director: Darcy Doyle

Animation & Interaction

After auditing the Sierra Instagram account, I noticed that we weren’t taking advantage of all of Instagram’s features. I proposed creating Instagram stories that are more interactive (using polls, sliders, and quizzes) and engaging. The first post I was assigned was to advertise the variety of outerwear the store carries. By featuring merchandise we would also have the opportunity to leverage existing photography.

Tracking Analytics

After proposing so many changes, I wanted to make sure my initiatives were fruitful. I noticed that interaction was increasing with Instagram stories that introduced motion, even if it was something as simple as flashing typography. I learned how to make GIFs with Photoshop and explored Instagram’s native interactions.