I’m Tiffany, an Oakland-based art director and illustrator. For the past 4 years I’ve worked in-house in brand design at Tapcart, a B2B SaaS company in the ecomm space.
I’ve also freelanced for Warby Parker, the New York Times, Eater, Herman Miller, Big Cartel, Kelly Wearstler and more. Scroll on to view my work. Thanks for taking a look!
Hey, Tia!
I was responsible for forming the design principles that kept the brand feeling consistent while providing the space to honor situational relevant and creativity.
A large part of the Tapcart visual identity refresh revolves around block shapes, which is evocative of the app icon shape and Tapcart glyph. These dynamic block shapes ground visuals while offering flexibility in context.
Tapcart
Motion Design courtesy of Joy Jang. Additional design by Devin Lee, Icy Leng, Anthony Annandono
Tapcart is a mobile app builder that allows merchants on Shopify to easily build a powerful shopping app.
As an art director at Tapcart, I work closely with the brand design team and other partners within the company to ensure Tapcart’s visual identity stays on point across all platforms. I also established evolving processes and structure in a constantly shifting organization.
Take a look at the reel to see some of the projects I worked on in 2022.
Brand Guidelines
I work closely with the marketing team to create ads, from concept to storyboard design to directing motion and 3d designers.
Digital Ads
Custom Blocks is one of Tapcart’s most anticipated product features, which introduces merchants to low-code capabilities within the app builder to create customized apps.
I provided art direction and visual identity here, overseeing the visual aspect of the go to market strategy, working closely with motion and web designers to build hype around the feature.
Custom Blocks
SF based motion design studio Laundry asked me to create style frames for 2 minute-long spots that show sellers how to use the Pinterest UI to sell their products on the platform.
This series of education spots are directed towards merchants using the Pinterest dashboard. The animations show real audio recordings of merchants chatting with Pinterest support.
I was challenged with creating style frames that captured the approachable DIY design that is associated with the Pinterest brand in a novel way.
This was achieved with a range of abstraction, from products, to characters, to the product UI itself. Characters needed to be abstract enough to speak to a range of merchants, but have enough personality to carry a story from the merchant’s perspective.
The Challenge
Warby Parker
Artwork for Warby Parker’s Brea Mall store in Orange County, California.
Warby Parker is known for working with artists to create original artwork for every interior space. Visually, the stores are brought together with a celebration of all things playfully bookish. The client wanted it to be timeless reflection of the brand’s essence: a clean and witty sense of design.
The look and feel needed to be contemporary with references to literature, art, music, or film. I was encouraged to drop in local references as well. As a SoCal native, I loved adding in local nods.
The Challenge