Hobby Lobby Design & Advertising
Graphic Design
Illustration
I joined the Hobby Lobby design team in 2013. Over time, I became the go-to designer for web and mobile imagery, as well as for crafting the company’s weekly emails, which, to date, have grown to over 5 million subscribers with an impressive 35% open rate.
As part of the in-house team, I helped refresh and evolve Hobby Lobby’s brand. My work included redesigning the homepage, mobile app interface, weekly email layouts, grand opening materials, in-store signage, hiring ads, and direct mail campaigns, ensuring a consistent visual voice across all channels.
In 2017, I transitioned to the advertising department. While I continued to focus on email, web, and mobile content, I expanded my role to include print and digital advertising, as well as content creation for social media. This included everything from short-form videos for Instagram to Pinterest-ready pins, bringing a broader creative lens to Hobby Lobby’s marketing efforts.
As part of the in-house team, I helped refresh and evolve Hobby Lobby’s brand. My work included redesigning the homepage, mobile app interface, weekly email layouts, grand opening materials, in-store signage, hiring ads, and direct mail campaigns, ensuring a consistent visual voice across all channels.
In 2017, I transitioned to the advertising department. While I continued to focus on email, web, and mobile content, I expanded my role to include print and digital advertising, as well as content creation for social media. This included everything from short-form videos for Instagram to Pinterest-ready pins, bringing a broader creative lens to Hobby Lobby’s marketing efforts.
Web & App Homepage
As part of the design team during Hobby Lobby’s rebranding in 2015, one of my key responsibilities was updating the website homepage. My goal was to make the front page more engaging and product focused. To achieve this, I introduced department imagery, giving customers a quick, visual overview of what each category offered. This approach made the homepage more inviting and easier to navigate while aligning with the brand’s evolving visual identity.
In 2020, I applied the same principles to redesign the Hobby Lobby app’s homepage. The layout was simplified even further for mobile users. While it still featured promotional banners for current sales, the department imagery was scaled down to highlight just one or two representative items, making the experience feel cleaner and more focused.
To support the app’s launch, I also created a short walkthrough video demonstrating new features and basic navigation, helping users get comfortable with the redesigned interface.
2014
2015-2023
2018
2019 - Current
Walkthrough
Email Redesigns
The initial redesign of Hobby Lobby’s weekly emails focused on simplifying the layout and establishing a clear visual hierarchy, placing the product imagery front and center, while allowing sales information to support the message as a secondary element. This shift made emails cleaner, more engaging, and easier to scan on both desktop and mobile devices.
The most recent email redesign, launched in 2022, aligned with the rollout of new website features and the introduction of a fresh brand font. To showcase the updated typeface, I used a range of font weights to create contrast and rhythm throughout the email. This redesign has been the most successful to date, with a subscriber base of 5 million and an impressive 35% open rate.
EMAIL LAYOUT BEFORE 2022 REDESIGN
AFTER NEW FONT IMPLEMENTATION