https://melanienapholz.com Melanie Napholz Mon, 16 Mar 2026 04:26:05 +0000 https://melanienapholz.com en https://melanienapholz.com/WORK Tue, 25 Jan 2022 01:15:09 +0000 Melanie Napholz https://melanienapholz.com/WORK Melanie Napholz is a Senior Product &amp; Brand Designer Designing visual systems, campaign storytelling and digital experiences for global brands including Walmart, Walmart+, and Williams Sonoma.I specialize in scalable design systems, launch campaigns and cohesive visual storytelling across web, product and marketing. 📍️San Francisco https://melanienapholz.com/ABOUT Tue, 25 Jan 2022 01:15:10 +0000 Melanie Napholz https://melanienapholz.com/ABOUT It’s me, hi!Designing visual systems and digital experiences for global brands. <img width="2302" height="2215" width_o="2302" height_o="2215" data-src="https://freight.cargo.site/t/original/i/b7d95152e3ac8a9651e8b7fe3089f6af9839f0e4bbc1c464d2ec253b9cbf40aa/headshot2.jpg" data-mid="178118916" border="0" data-scale="40" src="https://freight.cargo.site/w/1000/i/b7d95152e3ac8a9651e8b7fe3089f6af9839f0e4bbc1c464d2ec253b9cbf40aa/headshot2.jpg" /> I’m a San Francisco-based visual designer, illustrator and creative lead who brings together strategy and craft. Over the past 10+ years, I’ve partnered with global brands like Walmart and Williams Sonoma to create thoughtful digital experiences and campaigns that connect with real people. I’m drawn to work that balances big-picture thinking with attention to detail. Design that’s not only visually compelling, but clear, purposeful and built to perform. Outside of client work, I spend my time supporting ocean conservation with Surfrider San Francisco, where I lead a local beach cleanup program and organize monthly community efforts. That work was recognized in a National Activist Spotlight (cue the biodegradable confetti). I’m especially excited by mission-driven teams and products where design can make a meaningful impact. When I’m not designing, you’ll find me getting crafty with stained glass, heading outdoors for a kayak or camping adventure, or wandering around San Francisco with my partner and our lab-pit, Poppy. Let’s keep in touch.Check out my resume! ︎&nbsp; &nbsp; ︎ https://melanienapholz.com/RESUME Thu, 21 Apr 2022 22:12:47 +0000 Melanie Napholz https://melanienapholz.com/RESUME Find my full resume here Senior visual designer focused on building scalable brand systems, campaign storytelling and digital experiences across web and product. Experience Senior Design Lead - Cella for Walmart2024­­ – Present Lead visual design and art direction for large-scale campaigns and product launches, building scalable systems that support cohesive digital experiences. Freelance Designer &amp; Illustrator2020­­ – PresentCreating custom illustration, branding, and packaging projects for small businesses and commissioned clients. Senior Designer - Walmart+ 2023­­ – 2024 Designed campaign and product storytelling for the launch and growth of a subscription platform, translating complex offerings into clear, engaging experiences. Senior Designer - Walmart 2019­­ – 2023 Designed large-scale campaigns and digital experiences across a high-volume consumer platform, ensuring visual consistency at scale. Web Designer - Williams Sonoma Global 2016 – 2019 Designed global homepage experiences and modular merchandising systems across international markets. Visual Designer - Willams Sonoma 2013 – 2016 Lead visual creative for retail marketing and in-store communication systems across Williams Sonoma’s national store network. Skills Design Figma, Adobe Creative Suite, visual identity, design systems, typography, campaign systems, editorial design, motion design Digital &amp; Product Responsive web design, landing pages, digital campaigns, lifecycle marketing Selected Capabilities Visual systemsCampaign storytellingProduct storytellingArt direction Cross-functional collaboration Education Northern Michigan University Bachelor of Fine Arts Graphic Communication &amp; Marketing Volunteering Surfrider Foundation2017­­ – Present Lead Surfrider San Francisco’s beach cleanup program, organizing community cleanups and supporting environmental outreach. 2020 National Activist Spotlight 2018 Volunteer of the Year https://melanienapholz.com/Paid-Media-Design-System Mon, 16 Mar 2026 04:26:05 +0000 Melanie Napholz https://melanienapholz.com/Paid-Media-Design-System Paid Media Design System — Walmart Designing a scalable advertising system for Walmart’s cross-platform campaigns. Role: Senior Design Lead Scope: Art direction, modular design system, digital advertising templates, cross-platform campaignsDesigned and scaled a modular paid media system for Walmart, enabling high-volume production of campaign assets across platforms including Meta, Google Display Network, and Reddit. Built to support a large, multi-category product assortment, the system allowed teams to quickly generate, adapt and iterate on creative while maintaining brand consistency and improving production speed.Scale &amp; Impact Supported campaigns across multiple product categories and seasonal promotions Designed for dozens of asset variations per campaign across platforms Reduced time spent resizing and rebuilding assets across formats Enabled faster campaign launches and iteration based on performance <img width="1138" height="486" width_o="1138" height_o="486" data-src="https://freight.cargo.site/t/original/i/c8cd63f6d2890d3e786dded6f5076478ec87bc501f812901586cdea3565b9ee2/Frame-1877945355.jpg" data-mid="246089747" border="0" src="https://freight.cargo.site/w/1000/i/c8cd63f6d2890d3e786dded6f5076478ec87bc501f812901586cdea3565b9ee2/Frame-1877945355.jpg" /> The Challenge Walmart campaigns required producing a high volume of creative variations across platforms, each with unique format requirements and tight turnaround timelines. Without a system, creative teams were rebuilding assets for each placement, slowing down production and making it difficult to scale campaigns efficiently across a large product assortment. Component SystemComponents were designed to be easily swapped, resized, and recombined — allowing teams to quickly generate multiple asset variations without rebuilding layouts from scratch. Reusable Components <img width="1070" height="1306" width_o="1070" height_o="1306" data-src="https://freight.cargo.site/t/original/i/5a570aad1e14e12fb68b9f307790c8bb7e52999bf5e2dc7ce45ab1e460392f9b/Screenshot-2026-03-15-at-9.56.34PM.png" data-mid="246090318" border="0" data-scale="60" src="https://freight.cargo.site/w/1000/i/5a570aad1e14e12fb68b9f307790c8bb7e52999bf5e2dc7ce45ab1e460392f9b/Screenshot-2026-03-15-at-9.56.34PM.png" />This significantly reduced production time and made it easier to scale campaigns across formats. Platform Layout System Cross-Platform Scalability <img width="980" height="892" width_o="980" height_o="892" data-src="https://freight.cargo.site/t/original/i/35a87abd42ee766b6284c405548e739c3e2ca8c69e2293b1152276e220242c42/Screenshot-2026-03-15-at-9.50.30PM.png" data-mid="246090356" border="0" src="https://freight.cargo.site/w/980/i/35a87abd42ee766b6284c405548e739c3e2ca8c69e2293b1152276e220242c42/Screenshot-2026-03-15-at-9.50.30PM.png" /><img width="1782" height="938" width_o="1782" height_o="938" data-src="https://freight.cargo.site/t/original/i/491109aff8103ffc3ea07b58b16054794796fe34f47858e829dc325773294fd3/Screenshot-2026-03-15-at-10.04.47PM.png" data-mid="246090377" border="0" src="https://freight.cargo.site/w/1000/i/491109aff8103ffc3ea07b58b16054794796fe34f47858e829dc325773294fd3/Screenshot-2026-03-15-at-10.04.47PM.png" /> Predefined layouts for each media platform ensured assets could be produced quickly and consistently, reducing back-and-forth and accelerating production time and campaign launches. The system enabled consistent execution across placements while adapting to platform-specific requirements and performance needs. <img width="452" height="902" width_o="452" height_o="902" data-src="https://freight.cargo.site/t/original/i/30cae6595026fbb8a93f6dc7c85fbd3e0b4e63d19d4953acf039fd0096e2a8c7/Screenshot-2026-03-15-at-10.04.13PM.png" data-mid="246090385" border="0" data-scale="100" src="https://freight.cargo.site/w/452/i/30cae6595026fbb8a93f6dc7c85fbd3e0b4e63d19d4953acf039fd0096e2a8c7/Screenshot-2026-03-15-at-10.04.13PM.png" /> <img width="458" height="914" width_o="458" height_o="914" data-src="https://freight.cargo.site/t/original/i/dd552269b67e4c44c435c2d335ae5f8a9c45eefe409ef7d76b22e3b82b02def2/Screenshot-2026-03-15-at-10.05.11PM.png" data-mid="246090386" border="0" data-scale="100" src="https://freight.cargo.site/w/458/i/dd552269b67e4c44c435c2d335ae5f8a9c45eefe409ef7d76b22e3b82b02def2/Screenshot-2026-03-15-at-10.05.11PM.png" /> <img width="456" height="904" width_o="456" height_o="904" data-src="https://freight.cargo.site/t/original/i/cfe0415504d4dd3b75a5059dd5554e8d63e3a08ea2cdc4f547aa4e35e1050fd7/Screenshot-2026-03-15-at-10.21.04PM.png" data-mid="246090653" border="0" data-scale="100" src="https://freight.cargo.site/w/456/i/cfe0415504d4dd3b75a5059dd5554e8d63e3a08ea2cdc4f547aa4e35e1050fd7/Screenshot-2026-03-15-at-10.21.04PM.png" /> Impact The design system significantly improved production efficiency by reducing time spent creating and resizing assets across formats. By standardizing components and layouts, teams were able to quickly generate high-quality campaign variations while maintaining consistent brand execution. This enabled faster campaign launches, easier iteration based on performance, and scalable creative output across channels. <img width="697" height="569" width_o="697" height_o="569" data-src="https://freight.cargo.site/t/original/i/b538e40c6ede5a0a9d5515e25ba486674feb08686327348c6b44743225c744e6/easter2.png" data-mid="246090389" border="0" src="https://freight.cargo.site/w/697/i/b538e40c6ede5a0a9d5515e25ba486674feb08686327348c6b44743225c744e6/easter2.png" /> https://melanienapholz.com/Walmart-Launch-Campaign Tue, 25 Jan 2022 01:15:10 +0000 Melanie Napholz https://melanienapholz.com/Walmart-Launch-Campaign Walmart+ — Launching a Retail Membership Role: Senior Designer Scope: Product marketing, website design, CRM campaigns, acquisition marketing Team: Design, product marketing, copywriting, lifecycle marketing <img width="1011" height="758" width_o="1011" height_o="758" data-src="https://freight.cargo.site/t/original/i/80353883f4fc00a5044870083efc72048b48c79e8d7446a569b9c758f35f74eb/6694256-WPLS-HP-Banner-PRISM-Migration-Interiors-Kitchen-1-Box-Bag-3D-1.png" data-mid="245961691" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/80353883f4fc00a5044870083efc72048b48c79e8d7446a569b9c758f35f74eb/6694256-WPLS-HP-Banner-PRISM-Migration-Interiors-Kitchen-1-Box-Bag-3D-1.png" /> Walmart+ launched as Walmart’s premium membership program, offering benefits like grocery delivery, fuel discounts, and streaming perks. The design challenge was translating a complex bundle of services into a clear, compelling visual story that could drive customer acquisition. As part of the launch team, I helped shape the visual system used across web, lifecycle marketing, and acquisition campaigns. The Challenge Unlike traditional retail promotions, Walmart+ required communicating an ongoing subscription product. We needed to quickly answer three questions for customers: What is Walmart+? Why should I join? How does it improve my everyday shopping experience? The design also needed to scale across multiple platforms including: Web landing pages Email campaigns Digital advertising In-product messaging Design Strategy We focused on creating a modular visual system that could clearly communicate membership benefits while remaining flexible across channels. Key principles: Simplify the value proposition Each visual moment highlights a single membership benefit. Create recognizable brand anchors Using the Walmart spark and color system as consistent visual markers. Design for modular storytelling Layouts that could easily scale across web, CRM, and advertising. Visual System We developed a flexible visual language built around simple geometric forms inspired by the Walmart spark. These shapes helped unify the experience across multiple surfaces while creating space to highlight product benefits. <img width="1080" height="810" width_o="1080" height_o="810" data-src="https://freight.cargo.site/t/original/i/4ae6493f0e859a1abed4d8fd82ad5e64e540c06d7532b4fc13e8fda13706a047/W-plus-thumb2.jpg" data-mid="139764464" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/4ae6493f0e859a1abed4d8fd82ad5e64e540c06d7532b4fc13e8fda13706a047/W-plus-thumb2.jpg" /> <img width="416" height="504" width_o="416" height_o="504" data-src="https://freight.cargo.site/t/original/i/3324b19f57d39f67820ca641b17edb2c21aefa8e01aa5e652d407279c0af3d97/Layer-1.png" data-mid="176645063" border="0" data-scale="88" src="https://freight.cargo.site/w/416/i/3324b19f57d39f67820ca641b17edb2c21aefa8e01aa5e652d407279c0af3d97/Layer-1.png" /> Product Storytelling To make membership benefits easier to understand, we structured the experience around clear product moments: • Grocery delivery• Fuel savings• Member pricing• Free shipping Each benefit was visualized using simple layouts that paired product imagery with clear messaging. <img width="418" height="456" width_o="418" height_o="456" data-src="https://freight.cargo.site/t/original/i/3b8f322619685565e775af4e7b7fcef6e842c9d8c1a53588cf467fe9bf3a60ec/748608-Mobile_-1.png" data-mid="245962425" border="0" data-scale="100" src="https://freight.cargo.site/w/418/i/3b8f322619685565e775af4e7b7fcef6e842c9d8c1a53588cf467fe9bf3a60ec/748608-Mobile_-1.png" /> <img width="1080" height="1349" width_o="1080" height_o="1349" data-src="https://freight.cargo.site/t/original/i/047a6f78c1798f798d3ea76d57ad3468c3fae3f70172acc7f1d8dff98bb24eb7/------EML-POV-FLAT-1080.jpg" data-mid="245962276" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/047a6f78c1798f798d3ea76d57ad3468c3fae3f70172acc7f1d8dff98bb24eb7/------EML-POV-FLAT-1080.jpg" /> <img width="418" height="456" width_o="418" height_o="456" data-src="https://freight.cargo.site/t/original/i/eb14f99fbe22054785ba558d517d5536244628575086aaa86c06b870c4839c7a/748608-Mobile_-2.png" data-mid="245962426" border="0" data-scale="99" src="https://freight.cargo.site/w/418/i/eb14f99fbe22054785ba558d517d5536244628575086aaa86c06b870c4839c7a/748608-Mobile_-2.png" /> Scaling Across Channels The visual system was applied across multiple customer touchpoints. Website Homepage design introduced the full value of Walmart+ and guided users toward starting a free trial. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0dd00574606e0db89b563a58922b120ffdd43a7badb2e50222e565b4c62780bb/PLUS-3.jpg" data-mid="139760788" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/0dd00574606e0db89b563a58922b120ffdd43a7badb2e50222e565b4c62780bb/PLUS-3.jpg" /> Lifecycle Marketing CRM campaigns reinforced membership benefits and encouraged repeat engagement. <img width="570" height="1592" width_o="570" height_o="1592" data-src="https://freight.cargo.site/t/original/i/ea1c07169588031831a75c4d302a73c2d0eedf0a7223f7544ad69cf2ba1d1c11/Screenshot-2026-03-12-at-5.04.28PM.png" data-mid="245962229" border="0" data-scale="63" src="https://freight.cargo.site/w/570/i/ea1c07169588031831a75c4d302a73c2d0eedf0a7223f7544ad69cf2ba1d1c11/Screenshot-2026-03-12-at-5.04.28PM.png" /> <img width="474" height="1596" width_o="474" height_o="1596" data-src="https://freight.cargo.site/t/original/i/fb07fe0578614dcb2451f83f17f93dc6b0eb318471ecfd2fa7e149f84448d13d/Screenshot-2026-03-12-at-5.10.14PM.png" data-mid="245962232" border="0" data-scale="52" src="https://freight.cargo.site/w/474/i/fb07fe0578614dcb2451f83f17f93dc6b0eb318471ecfd2fa7e149f84448d13d/Screenshot-2026-03-12-at-5.10.14PM.png" /> Acquisition Marketing Digital ads and promotional placements introduced Walmart+ to new audiences and drove sign-ups. <img width="1920" height="316" width_o="1920" height_o="316" data-src="https://freight.cargo.site/t/original/i/8e444f3c62b18069c6466dad2dfc0aae2b6e0850e3f34dd9caf0a5f1e86419a3/WPLUS-MN-SLIDE-8.jpg" data-mid="139760952" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/8e444f3c62b18069c6466dad2dfc0aae2b6e0850e3f34dd9caf0a5f1e86419a3/WPLUS-MN-SLIDE-8.jpg" /> <img width="860" height="582" width_o="860" height_o="582" data-src="https://freight.cargo.site/t/original/i/07591cd30f4a000b5d7221ccbad625771399cf02621fd005028a5ac9cde2ed47/Screenshot-2026-03-12-at-5.51.46PM.png" data-mid="245962772" border="0" data-scale="89" src="https://freight.cargo.site/w/860/i/07591cd30f4a000b5d7221ccbad625771399cf02621fd005028a5ac9cde2ed47/Screenshot-2026-03-12-at-5.51.46PM.png" /> Impact Walmart+ quickly became one of Walmart’s most successful product launches. 7–8 million members joined within the first five months. The modular design system enabled the marketing team to scale campaigns across multiple platforms while maintaining visual consistency. Reflection This project reinforced the importance of designing systems rather than individual assets. By focusing on modular storytelling and clear visual hierarchy, we were able to communicate a complex subscription product in a simple and scalable way. https://melanienapholz.com/Built-for-Better-Visualizing-Sustainable-Products Fri, 15 Apr 2022 00:44:11 +0000 Melanie Napholz https://melanienapholz.com/Built-for-Better-Visualizing-Sustainable-Products Built for Better — Visualizing Sustainable Products Role: UX Designer Client: WalmartScope: Visual system design,&nbsp;iconography,&nbsp;product discovery experience, UX/UI for ecommerce surfaces Walmart’s Built for Better initiative helps customers identify products that meet sustainability standards across categories. I worked on the visual system and digital experience that helped translate complex sustainability criteria into a simple, recognizable shopping experience. <img width="1600" height="1000" width_o="1600" height_o="1000" data-src="https://freight.cargo.site/t/original/i/52f10b528e6217c746ac6ec588557a37ec4986d86e84bd285972e2a042e4b639/Case-Study-Cover2.png" data-mid="176532389" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/52f10b528e6217c746ac6ec588557a37ec4986d86e84bd285972e2a042e4b639/Case-Study-Cover2.png" /> The Challenge Consumers want to shop more sustainably, but sustainability claims can be confusing and inconsistent. The goal of Built for Better was to create a clear visual system that helps customers easily identify products that meet Walmart’s sustainability standards. <img width="334" height="266" width_o="334" height_o="266" data-src="https://freight.cargo.site/t/original/i/2810a14edb5b5c842ded91c7ecb1d6175c0c7f9867e19c636af403d70d03b24d/Mask-group.png" data-mid="176535326" border="0" src="https://freight.cargo.site/w/334/i/2810a14edb5b5c842ded91c7ecb1d6175c0c7f9867e19c636af403d70d03b24d/Mask-group.png" /> <img width="334" height="266" width_o="334" height_o="266" data-src="https://freight.cargo.site/t/original/i/b1f88cad2a4f2ecd94f0cacbd9548f9678f6c32307ea4376d2db87b56f3917f4/Mask-group-1.png" data-mid="176535268" border="0" src="https://freight.cargo.site/w/334/i/b1f88cad2a4f2ecd94f0cacbd9548f9678f6c32307ea4376d2db87b56f3917f4/Mask-group-1.png" /> <img width="334" height="266" width_o="334" height_o="266" data-src="https://freight.cargo.site/t/original/i/a925fea008fc263f637953a2d68d219bae37219e3c3242076774e3f08eea2bf0/Mask-group-2.png" data-mid="176535324" border="0" src="https://freight.cargo.site/w/334/i/a925fea008fc263f637953a2d68d219bae37219e3c3242076774e3f08eea2bf0/Mask-group-2.png" /> <img width="334" height="266" width_o="334" height_o="266" data-src="https://freight.cargo.site/t/original/i/9b2a8683a2e2cfc1e0fc9db8ce0b833f7084c042f8c66d4d5c46ac1c00102e6b/Mask-group-3.png" data-mid="176535325" border="0" data-marker-id="2" src="https://freight.cargo.site/w/334/i/9b2a8683a2e2cfc1e0fc9db8ce0b833f7084c042f8c66d4d5c46ac1c00102e6b/Mask-group-3.png" /> <img width="990" height="660" width_o="990" height_o="660" data-src="https://freight.cargo.site/t/original/i/0e409b69d7448bf0d9bcbb258fd49570bb485babc551ce69cb38fa834659fcbb/Group-2.png" data-mid="176535807" border="0" data-scale="100" src="https://freight.cargo.site/w/990/i/0e409b69d7448bf0d9bcbb258fd49570bb485babc551ce69cb38fa834659fcbb/Group-2.png" /> Visual System To help customers quickly identify sustainable products, I introduced a simple icon system inspired by the circular economy. Three icons were developed by transforming the infinity symbol into recognizable forms representing good for you, good for the planet, and good for the community. The icons were designed as flexible badges that could scale across product pages, search results, and promotional placements. The final white circular badge creates a clear visual marker that guides customers toward more sustainable choices. <img width="674" height="674" width_o="674" height_o="674" data-src="https://freight.cargo.site/t/original/i/2bd4f8cfeb17435b24be9ef2786852908b551b6d36e01af2b9e4e284444cd0b9/824097-400-BRAND-Sustainability-LP-VID-D-IMG-3.jpg" data-mid="139755899" border="0" data-scale="96" src="https://freight.cargo.site/w/674/i/2bd4f8cfeb17435b24be9ef2786852908b551b6d36e01af2b9e4e284444cd0b9/824097-400-BRAND-Sustainability-LP-VID-D-IMG-3.jpg" /> <img width="674" height="674" width_o="674" height_o="674" data-src="https://freight.cargo.site/t/original/i/00da3f6a8d91c99f68f9b962b3d19d9ff1747d19bdea48bbb10f69ebe65f1363/824097-200-BRAND-Sustainability-LP-VID-D-IMG.jpg" data-mid="139755758" border="0" data-scale="96" src="https://freight.cargo.site/w/674/i/00da3f6a8d91c99f68f9b962b3d19d9ff1747d19bdea48bbb10f69ebe65f1363/824097-200-BRAND-Sustainability-LP-VID-D-IMG.jpg" /> Product Experience The visual system was designed to scale across product pages, search results, and promotional placements. This garnered more click-throughs before the scroll and helped make the shopping experience seamless. <img width="8263" height="5447" width_o="8263" height_o="5447" data-src="https://freight.cargo.site/t/original/i/cc4a3f7c3380e15bc83e507d9d443622be5af61b928f06a757533676bf69d778/824097-BRAND_Sustainability_Landing-Page-Wireframe2.jpg" data-mid="140323866" border="0" src="https://freight.cargo.site/w/1000/i/cc4a3f7c3380e15bc83e507d9d443622be5af61b928f06a757533676bf69d778/824097-BRAND_Sustainability_Landing-Page-Wireframe2.jpg" /> <img width="707" height="832" width_o="707" height_o="832" data-src="https://freight.cargo.site/t/original/i/22784d0092821e4f8793c3c5fe99b1dea00f30f50278fe34ceb88d7f3ea7ce6f/Sustainability---page-1.jpg" data-mid="139692474" border="0" data-scale="100" src="https://freight.cargo.site/w/707/i/22784d0092821e4f8793c3c5fe99b1dea00f30f50278fe34ceb88d7f3ea7ce6f/Sustainability---page-1.jpg" /> <img width="707" height="832" width_o="707" height_o="832" data-src="https://freight.cargo.site/t/original/i/16748863a18a9658a899d9e8b3cca0309b7db3e914d62ee551a7a179cba46d6b/Sustainability---page-2.jpg" data-mid="139692475" border="0" data-scale="100" src="https://freight.cargo.site/w/707/i/16748863a18a9658a899d9e8b3cca0309b7db3e914d62ee551a7a179cba46d6b/Sustainability---page-2.jpg" /> Impact Built for Better helps customers quickly identify products aligned with environmental and social standards. Certifications like Energy Star, Rainforest Alliance, and EWG Verified were surfaced in product pages and search results to improve discovery. Dedicated community shop pages — including Black-Owned Brands, Women-Owned Companies, and Made in America — expanded visibility and attracted new audiences and have become part of Walmart’s sustainability framework. <img width="1600" height="1000" width_o="1600" height_o="1000" data-src="https://freight.cargo.site/t/original/i/4e25c57aa3f50dfa34c22c6853f14caac943a8f937e6c210ec0dbe2ca6c4dedf/BFB-mockup2.png" data-mid="176537648" border="0" src="https://freight.cargo.site/w/1000/i/4e25c57aa3f50dfa34c22c6853f14caac943a8f937e6c210ec0dbe2ca6c4dedf/BFB-mockup2.png" /><img width="1600" height="1000" width_o="1600" height_o="1000" data-src="https://freight.cargo.site/t/original/i/f3d7e684b131eb903dec4e7da1db2d3e8ce021627896811dfee3343bb4caa93f/BFB-mockup1.png" data-mid="176537733" border="0" src="https://freight.cargo.site/w/1000/i/f3d7e684b131eb903dec4e7da1db2d3e8ce021627896811dfee3343bb4caa93f/BFB-mockup1.png" /> https://melanienapholz.com/Holiday-Campaign-Walmart Fri, 15 Apr 2022 00:46:55 +0000 Melanie Napholz https://melanienapholz.com/Holiday-Campaign-Walmart Holiday Campaign for Walmart Role: Senior Designer Scope:&nbsp;Campaign identity, digital marketing, social advertising, eccommerce placements For Walmart’s Black Friday Deals for Days campaign, I helped develop the visual system used across digital channels to promote seasonal deals and product highlights. The campaign required a flexible design approach that could scale across social, ecommerce, and promotional placements while maintaining a cohesive visual identity throughout the holiday shopping season. Visual IdentityThese visuals established the campaign’s core identity, combining bold typography, festive textures, and Walmart’s brand colors to create a recognizable holiday promotion. <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/1d4be32127eefa9d5f0dd4afada966dac4164bc9c77c9b7f363c3195590ecaaf/Product-Drop_1.gif" data-mid="224479674" border="0" src="https://freight.cargo.site/w/800/i/1d4be32127eefa9d5f0dd4afada966dac4164bc9c77c9b7f363c3195590ecaaf/Product-Drop_1.gif" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/3d50d17d0cd7057bb669a5018591d4a9cb5f867aac61a43d9710e81b5512f156/Comp-1_1.gif" data-mid="245969337" border="0" src="https://freight.cargo.site/w/800/i/3d50d17d0cd7057bb669a5018591d4a9cb5f867aac61a43d9710e81b5512f156/Comp-1_1.gif" /> Social CampaignSocial placements focused on product discovery within mobile feeds. Designs prioritized bold product imagery and clear pricing to quickly communicate deals while scrolling. <img width="1276" height="2558" width_o="1276" height_o="2558" data-src="https://freight.cargo.site/t/original/i/4f05e8eef01272a8e91bf98426c00ed7d5ffdf87c08d68fb58ace3bf0fbe1e41/AE-4.png" data-mid="224479722" border="0" src="https://freight.cargo.site/w/1000/i/4f05e8eef01272a8e91bf98426c00ed7d5ffdf87c08d68fb58ace3bf0fbe1e41/AE-4.png" /> <img width="1276" height="2558" width_o="1276" height_o="2558" data-src="https://freight.cargo.site/t/original/i/6f97227fb3350486e22005255832baeb6ccdf20784bbd1d06de2817cb0b24ab1/AE-1.png" data-mid="224479720" border="0" src="https://freight.cargo.site/w/1000/i/6f97227fb3350486e22005255832baeb6ccdf20784bbd1d06de2817cb0b24ab1/AE-1.png" /> <img width="1276" height="2558" width_o="1276" height_o="2558" data-src="https://freight.cargo.site/t/original/i/64abe50df723d5f6ca79c8ff3e23f2a50dd8623e38e7403c82625ccb3e78687b/AE-2.png" data-mid="224479723" border="0" src="https://freight.cargo.site/w/1000/i/64abe50df723d5f6ca79c8ff3e23f2a50dd8623e38e7403c82625ccb3e78687b/AE-2.png" /> Site Experience The campaign extended into Walmart’s ecommerce platform through homepage promotions and product-focused layouts designed to highlight seasonal deals and drive discovery. <img width="3037" height="2529" width_o="3037" height_o="2529" data-src="https://freight.cargo.site/t/original/i/9bcf22e3a8ac30d81ebc398111246915f6a13d479e50be64a5ceb0ab6cc55f70/BF-Web-update.jpg" data-mid="139969379" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/9bcf22e3a8ac30d81ebc398111246915f6a13d479e50be64a5ceb0ab6cc55f70/BF-Web-update.jpg" /> <img width="344" height="519" width_o="344" height_o="519" data-src="https://freight.cargo.site/t/original/i/a60165e63c5ed8ad6f4f06a6c20a173e1d3115a5a0b6ef1234b3b08d4105aeaf/BF-EML-2.gif" data-mid="139961895" border="0" src="https://freight.cargo.site/w/344/i/a60165e63c5ed8ad6f4f06a6c20a173e1d3115a5a0b6ef1234b3b08d4105aeaf/BF-EML-2.gif" /> Promotional System The campaign system scaled across a wide range of promotional placements, including homepage banners, display ads, and digital marketing units. Flexible layouts allowed the campaign to adapt to multiple sizes while maintaining consistent messaging and visual hierarchy. <img width="2515" height="2775" width_o="2515" height_o="2775" data-src="https://freight.cargo.site/t/original/i/c7a6e1308205eb11a8660fcb0fb740f4ed682722fdeec69ebbb4c6cbf27069da/Frame-1877944161.png" data-mid="245969799" border="0" src="https://freight.cargo.site/w/1000/i/c7a6e1308205eb11a8660fcb0fb740f4ed682722fdeec69ebbb4c6cbf27069da/Frame-1877944161.png" /> https://melanienapholz.com/VERN-Craft-Beer-Brand-Packaging Tue, 25 Apr 2023 17:54:42 +0000 Melanie Napholz https://melanienapholz.com/VERN-Craft-Beer-Brand-Packaging VERN — Craft Beer Packaging Design Illustration &amp; label design for Castle Island Brewery Scope:&nbsp;Brand identity, packaging design, illustration, label design VERN is a seasonal wheat IPA created for Castle Island Brewing, inspired by the wildflower landscapes of Western Massachusetts. I developed an illustrated label and visual identity that reflects the vibrant, outdoor character of the beer. The project focused on building a cohesive illustration system that could translate across packaging, branding, and promotional materials while capturing the playful, seasonal spirit of the release. <img width="2000" height="1600" width_o="2000" height_o="1600" data-src="https://freight.cargo.site/t/original/i/529cf300b982e4107ba5947f61c7b73d211a91e89a8cf8b16ab5077905bf6699/Can-Mockup-2-single-copy.png" data-mid="176674357" border="0" src="https://freight.cargo.site/w/1000/i/529cf300b982e4107ba5947f61c7b73d211a91e89a8cf8b16ab5077905bf6699/Can-Mockup-2-single-copy.png" /> Illustration System The label artwork features hand-drawn wildflowers and rolling hills inspired by the lush natural landscapes of Massachusetts. Bright colors and layered compositions create a playful visual identity that reflects the beer’s seasonal character. Flowers were hand drawn in Procreate with iPad Pro and Apple Pencil. Final renders were brought into Illustrator.&nbsp; <img width="2732" height="2048" width_o="2732" height_o="2048" data-src="https://freight.cargo.site/t/original/i/3d3c83f2c0746e9685e1217b7e5a419a48b3da7272c63f0d50eec686a951d754/Untitled_Artwork-2.png" data-mid="176657089" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/3d3c83f2c0746e9685e1217b7e5a419a48b3da7272c63f0d50eec686a951d754/Untitled_Artwork-2.png" /> <img width="2608" height="2086" width_o="2608" height_o="2086" data-src="https://freight.cargo.site/t/original/i/feab88201fc331ecf741495057f53e34ee83a22f99375daab7fabef980bb3db5/ipad1.png" data-mid="176669235" border="0" data-scale="91" src="https://freight.cargo.site/w/1000/i/feab88201fc331ecf741495057f53e34ee83a22f99375daab7fabef980bb3db5/ipad1.png" /> <img width="1562" height="1250" width_o="1562" height_o="1250" data-src="https://freight.cargo.site/t/original/i/63ff3997965aa85681caced8a9b64db9ec84382eb1fabb7b69bdc613e2b25a89/vern.png" data-mid="176671793" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/63ff3997965aa85681caced8a9b64db9ec84382eb1fabb7b69bdc613e2b25a89/vern.png" /> <img width="1212" height="946" width_o="1212" height_o="946" data-src="https://freight.cargo.site/t/original/i/b50504e3399df76c7df5e839273ee4a0909d2093226a75027f76ec63fe72444e/flowers.png" data-mid="176669303" border="0" src="https://freight.cargo.site/w/1000/i/b50504e3399df76c7df5e839273ee4a0909d2093226a75027f76ec63fe72444e/flowers.png" /> <img width="2537" height="1538" width_o="2537" height_o="1538" data-src="https://freight.cargo.site/t/original/i/b49b79b90dd92558cac02bcbf49882e743c40d751ffa7ed851edf0048cde9d23/2023Vern-Final2.png" data-mid="176670432" border="0" data-scale="94" src="https://freight.cargo.site/w/1000/i/b49b79b90dd92558cac02bcbf49882e743c40d751ffa7ed851edf0048cde9d23/2023Vern-Final2.png" /> <img width="2000" height="1600" width_o="2000" height_o="1600" data-src="https://freight.cargo.site/t/original/i/48ca6bad839b73352d95b63205ccf61c4a23a628dfa1fd4b5e5ffab07bae5393/Can-Mockup-2-single.png" data-mid="176674975" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/48ca6bad839b73352d95b63205ccf61c4a23a628dfa1fd4b5e5ffab07bae5393/Can-Mockup-2-single.png" /> Final Product <img width="2732" height="3621" width_o="2732" height_o="3621" data-src="https://freight.cargo.site/t/original/i/932eefcca7cd66c6e380bfd39b6cd1b97013e04feaf71698b880b58a5a2344fa/Vern-1.jpg" data-mid="224476667" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/932eefcca7cd66c6e380bfd39b6cd1b97013e04feaf71698b880b58a5a2344fa/Vern-1.jpg" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/dbbdfc5ec6feed055431069f0d6404065e7bc3cdc1d5212bbaf4bf760b7ceb8c/vern-2.jpg" data-mid="224476668" border="0" src="https://freight.cargo.site/w/1000/i/dbbdfc5ec6feed055431069f0d6404065e7bc3cdc1d5212bbaf4bf760b7ceb8c/vern-2.jpg" /> https://melanienapholz.com/Back-to-School-Social-Campaign Fri, 15 Apr 2022 00:46:29 +0000 Melanie Napholz https://melanienapholz.com/Back-to-School-Social-Campaign Back to School Social Campaign Role:&nbsp;Senior DesignerScope: Social campaign design, motion graphics, digital advertising&nbsp; For Walmart’s Back to School campaign, I collaborated with the social team to develop a cohesive visual system that could scale across multiple social platforms while showcasing the breadth of Walmart’s Tech &amp; Supplies assortment. The campaign focused on highlighting must-have technology and school essentials through bold product compositions and dynamic motion, creating engaging content designed for discovery across social feeds. <img width="3871" height="2560" width_o="3871" height_o="2560" data-src="https://freight.cargo.site/t/original/i/99b70c5b458633dc695034c09182d8292e709743270f8b93131fa02dfe6df825/BTS-Phone.jpg" data-mid="139978482" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/99b70c5b458633dc695034c09182d8292e709743270f8b93131fa02dfe6df825/BTS-Phone.jpg" /> Campaign ApproachMarketing insights showed that motion-driven content performs best on social platforms. Starting with lifestyle photography and product imagery, I developed animated social assets that brought products into focus while maintaining Walmart’s recognizable brand language. The campaign balanced strong product storytelling with clear promotional messaging, helping families quickly identify essential items for the school year. <img width="600" height="655" width_o="600" height_o="655" data-src="https://freight.cargo.site/t/original/i/75af229d19e6081b1177fe213e9cc70c4570529a8e7fd040f7a068253dfb03be/BTS-thumb.gif" data-mid="139980882" border="0" src="https://freight.cargo.site/w/600/i/75af229d19e6081b1177fe213e9cc70c4570529a8e7fd040f7a068253dfb03be/BTS-thumb.gif" /> <img width="664" height="1251" width_o="664" height_o="1251" data-src="https://freight.cargo.site/t/original/i/0e370ef2fb2c488b961490abd920935e61d28d5ada8de0aa3f525089af31071b/BTS-Phone-2.gif" data-mid="139979004" border="0" data-scale="84" src="https://freight.cargo.site/w/664/i/0e370ef2fb2c488b961490abd920935e61d28d5ada8de0aa3f525089af31071b/BTS-Phone-2.gif" /> <img width="664" height="1251" width_o="664" height_o="1251" data-src="https://freight.cargo.site/t/original/i/d768acba829a6d87eece51dd2a6f32ff635c5d0026b612aadc10ba2ff29a5f62/BTS-Phone-3.jpg" data-mid="139980161" border="0" data-scale="83" src="https://freight.cargo.site/w/664/i/d768acba829a6d87eece51dd2a6f32ff635c5d0026b612aadc10ba2ff29a5f62/BTS-Phone-3.jpg" /> Cross-Platform Social System The visual system was designed to scale across multiple platforms including Instagram, Facebook, TikTok, and Verizon Media. Consistent color blocking, typography, and product layouts created a unified campaign experience while adapting to each platform’s format and behavior.Execution The campaign included: • animated social posts• vertical video formats for mobile feeds• static product promotions• cross-platform ad placements Each asset was designed to highlight key tech products while maintaining visual consistency across the broader Back to School campaign. <img width="960" height="1920" width_o="960" height_o="1920" data-src="https://freight.cargo.site/t/original/i/a7c722869444bd881f71f67d3bf106258be568d074e914b1d99ce4ae16824db0/825696-YA-Max-Productivity-Space-SSNL-Home-Cloffice-Room-Build-Stop-Motion_DELIVERY_1.gif" data-mid="139981573" border="0" data-scale="90" src="https://freight.cargo.site/w/960/i/a7c722869444bd881f71f67d3bf106258be568d074e914b1d99ce4ae16824db0/825696-YA-Max-Productivity-Space-SSNL-Home-Cloffice-Room-Build-Stop-Motion_DELIVERY_1.gif" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/bb7f2a7081caeac5b53147e6e2f6c9acb9d621fb69308e4089723c943fc831d8/877127-004_BTX-BTS-TECH-VMG_Mobile-Moments_1080x1920.jpg" data-mid="139981586" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/bb7f2a7081caeac5b53147e6e2f6c9acb9d621fb69308e4089723c943fc831d8/877127-004_BTX-BTS-TECH-VMG_Mobile-Moments_1080x1920.jpg" /> Result The campaign delivered a cohesive social presence that reinforced Walmart as a destination for back-to-school essentials while making it easy for families to discover technology and school supplies in their social feeds. https://melanienapholz.com/International-Ecommerce-Experience Sat, 16 Apr 2022 23:01:37 +0000 Melanie Napholz https://melanienapholz.com/International-Ecommerce-Experience International Ecommerce Storytelling Role: Lead Designer — ecommerce homepage layouts and merchandising modules for international markets. Client: Williams Sonoma Scope:&nbsp;Ecommerce UX, homepage design, digital merchandising, product storytelling, global localization Williams Sonoma operates ecommerce sites across dozens of international markets, each requiring localized promotions, seasonal merchandising, and translated content. I designed ecommerce experiences that balanced regional storytelling with the brand’s global visual identity, creating flexible layouts that could adapt to different markets while maintaining a consistent shopping experience.&nbsp;I collaborated with international copywriters and merchandising teams to adapt content for regional markets. <img width="990" height="600" width_o="990" height_o="600" data-src="https://freight.cargo.site/t/original/i/476e05e9758b2a85f9500704ea0394553ea0dcb542cc0170efa0d496b0cc7909/international-hp-SUM1.jpeg" data-mid="139824559" border="0" src="https://freight.cargo.site/w/990/i/476e05e9758b2a85f9500704ea0394553ea0dcb542cc0170efa0d496b0cc7909/international-hp-SUM1.jpeg" /> Designing for Global Ecommerce Markets Each international market required localized promotions, translated content, and regionally relevant merchandising. Homepage layouts were designed as flexible modules that allowed teams to adapt seasonal content while maintaining a consistent Williams Sonoma brand experience. <img width="900" height="600" width_o="900" height_o="600" data-src="https://freight.cargo.site/t/original/i/8473d02ce656fbc40945efb68d1fdd203387013bc6b3e6de9048287c37afc105/HP-2.png" data-mid="246012048" border="0" src="https://freight.cargo.site/w/900/i/8473d02ce656fbc40945efb68d1fdd203387013bc6b3e6de9048287c37afc105/HP-2.png" /> <img width="900" height="600" width_o="900" height_o="600" data-src="https://freight.cargo.site/t/original/i/49e46e6e5c560a9a47c70cd5642166996512e4434d0135601d4ff0769a970f57/HP-1.png" data-mid="246012052" border="0" src="https://freight.cargo.site/w/900/i/49e46e6e5c560a9a47c70cd5642166996512e4434d0135601d4ff0769a970f57/HP-1.png" /> Flexible Homepage Layouts Homepage structures were designed as modular layouts that allowed regional teams to adapt seasonal content, promotions, and product stories. <img width="861" height="1988" width_o="861" height_o="1988" data-src="https://freight.cargo.site/t/original/i/d2db7783ec0ee6353cdff99ef28d08da70d9079d0832b7bb1a917bd1600c478d/0205_WS_HP_AU-1.png" data-mid="246012074" border="0" data-scale="52" src="https://freight.cargo.site/w/861/i/d2db7783ec0ee6353cdff99ef28d08da70d9079d0832b7bb1a917bd1600c478d/0205_WS_HP_AU-1.png" /> <img width="329" height="491" width_o="329" height_o="491" data-src="https://freight.cargo.site/t/original/i/1020f5c5ec9362a45bca2fec79a3a773a12faa88b7783fc4c339978e19b11ca7/1.8-HP.JPG" data-mid="246010832" border="0" src="https://freight.cargo.site/w/329/i/1020f5c5ec9362a45bca2fec79a3a773a12faa88b7783fc4c339978e19b11ca7/1.8-HP.JPG" /> Product Storytelling Pages Product storytelling pages highlighted Williams Sonoma’s own collections through immersive photography and simplified layouts that prioritized product discovery. <img width="900" height="836" width_o="900" height_o="836" data-src="https://freight.cargo.site/t/original/i/895fea73764ad6fef134657bad79abe1cf5c44b65d85645ff566db409d890fcb/WSOK-3.png" data-mid="246012027" border="0" src="https://freight.cargo.site/w/900/i/895fea73764ad6fef134657bad79abe1cf5c44b65d85645ff566db409d890fcb/WSOK-3.png" /> <img width="900" height="1418" width_o="900" height_o="1418" data-src="https://freight.cargo.site/t/original/i/c223d9319f6eb006073bf4ff43dbc756762c94baab813b5953dbbdc6d229b70b/WSOK-2.png" data-mid="246012044" border="0" data-scale="63" src="https://freight.cargo.site/w/900/i/c223d9319f6eb006073bf4ff43dbc756762c94baab813b5953dbbdc6d229b70b/WSOK-2.png" /> Merchandising Modules Promotional content blocks were designed to showcase seasonal collections and featured products through large photography and minimal copy, helping guide product discovery while browsing. <img width="990" height="600" width_o="990" height_o="600" data-src="https://freight.cargo.site/t/original/i/89d210498eeaa756606e310326868287d139101c3cc12f7564708255e4a7c4b7/international-hp-WIN2.jpeg" data-mid="139824522" border="0" src="https://freight.cargo.site/w/990/i/89d210498eeaa756606e310326868287d139101c3cc12f7564708255e4a7c4b7/international-hp-WIN2.jpeg" /> <img width="990" height="600" width_o="990" height_o="600" data-src="https://freight.cargo.site/t/original/i/8939b45cf3a1e83e4c16670fa3c77405902304895388801dc5eebffbc7855d1a/international-hp-WIN1.jpeg" data-mid="139824510" border="0" src="https://freight.cargo.site/w/990/i/8939b45cf3a1e83e4c16670fa3c77405902304895388801dc5eebffbc7855d1a/international-hp-WIN1.jpeg" />