Rue Gilt Groupe
Gilt | RueLaLa
A brief glance at a day-in-the-life as a graphic designer at Rue Gilt Groupe (RGG). Work ranges from quarterly mocks to video editing to photo retouching and more.
Adobe tools include: Photoshop, Illustrator, Premiere Pro, and After Effects.
AI tools: Google Gemini, Adobe Firefly, Claude.
Adobe tools include: Photoshop, Illustrator, Premiere Pro, and After Effects.
AI tools: Google Gemini, Adobe Firefly, Claude.
Quarterly Mocks
Quarterly mocks are exactly what they sound like: quarterly mocks that are created with each new season to refresh our templates. Main changes are color and concept to emphasize scarcity and urgency in selling. Q4 is our biggest sale season of the year and our assets need to look highly promotional which also gives us the chance to expand innovation and experiment in designs that we normally might not run. Successful past quarters have included cyber-sigilism for Black Friday and themeing surrounding the “Art-of-the-Season” for the holidays.
Q4 2024
Designed to feel completely different from any assets that were currently live on site. The brief for Q4 mocks was to break the mold and refresh the sale model to attract customers’ attention in a whole new way with color, typography, and imagery treatment. This exploration was a collaboration between my manager and I, where I launched initial concepts and my manager chose a few components to bring to fruition.
Precyber assets. These are meant to launch before the official sale weekend and be an introduction to the cyber sale concepts and to get customers excited.
Black Friday assets. The biggest sale day of the year. These assets really need to draw customer attention and bring in high sales.
Cyber Monday assets. Still a big emphasis on sales and trying to finish off the holiday weekend strong.
Black Friday assets. The biggest sale day of the year. These assets really need to draw customer attention and bring in high sales.
Cyber Monday assets. Still a big emphasis on sales and trying to finish off the holiday weekend strong.
Q2 2025
Q2 mocks differentiate slightly from the previous quarterly mocks where the focus is less on the design and more on the copy/voice of the Gilt brand. Designs showcase copy changes and a new tagline that works within a variety of sale promotions.
In this set of assets a tag is created to work across a variety of categories and concepts: “Summer on Gilt”, “Fashion on Gilt”, “Beauty on Gilt”, and more. The exploration is focused on how to showcase multiple images in a different manner (The Heat Index) and refreshing the branded assets template (Farm Rio).
Video Editing/Animation
Videos are aligned with predicted high sale assets and used to further promote products. For example, a high-value brand or new product on site will be given priority.
Video clips are shot in studio by videographers/photographers and directed by art directors. I collaborate with the directors on the shot list and pacing to produce the final cut.
Video clips are shot in studio by videographers/photographers and directed by art directors. I collaborate with the directors on the shot list and pacing to produce the final cut.
Animations are made in combination of Photoshop and After Effects and often utilized in order to show more product within the same asset.
AI Generation
AI generation primarily stems from use of Google’s Gemini or Adobe’s Firefly to generate and enhance imagery. With Gemini, I turn raw product photography into lifestyle content, adjust on-model backgrounds to match seasonal palettes, and more.
Photo Retouching/Editing
Key elements of every single asset created includes:
✽ seasonality - does the imagery correctly represent the current season or holidaay
✽ image selection - does the imagery match the brand identity (Gilt vs RueLaLa), or are the selected model shots the most compelling out of the shoot
✽ Rue is considered the more boutique and lifestyle brand
✽ Gilt is considered the more high-end and luxe brand
✽ color - does the tonal background match the current color palette or feel in line with the “vibes”
✽ copy - is there copy included on the door, does the copy correctly represent the products displayed or vice versa
✽ seasonality - does the imagery correctly represent the current season or holidaay
✽ image selection - does the imagery match the brand identity (Gilt vs RueLaLa), or are the selected model shots the most compelling out of the shoot
✽ Rue is considered the more boutique and lifestyle brand
✽ Gilt is considered the more high-end and luxe brand
✽ color - does the tonal background match the current color palette or feel in line with the “vibes”
✽ copy - is there copy included on the door, does the copy correctly represent the products displayed or vice versa
Images vary from in-house studio shoots to vendor and stock photography. Within the in-house studio photography, there are model and product flat laydowns, respectively shot in the Boston and Kentucky studios. With all photography, but especially within in-house images, there is special attention to the photo editing to make sure the assets align to the current season and brand. For example, Gilt maintains a clean, high-end brand identity. Scuffs and scratches are removed from the floor, risers and wax are edited out of product laydowns, as well as any visible tattoos or blemishes on the skin, distracting prop elements might also be smoothed over to refocus attention on the product being sold, and more as necessary.
Adhoc Email
Adhoc emails are utilized as part of an overall promotional plan. Notable moments include holiday season, exclusive member events, and more.
