Stella & Dot’s primary focus for their business is recruitment of “stylists” for their business network to grow. My role was to redesign their Opportunity brochure for in-person recruitment, as well as their Opportunity page on their website.
My approach for the brochure was to organize the pages in a way that made sense for the “pitch” conversation that a current stylist would have with a potential one. I worked directly with owner and CEO Jessica Herrin to determine the correct order of conversation to make it the easiest for their stylists to explain to their recruits. Jessica always wants to emphasize how fun owning working for yourself can be, so I utilized their bright color palette and vibrant patterns to help energize the story.
The Opportunity web page had been just a large wall of nameless stylist faces which to someone who was just browsing, would mean nothing. it wasn’t personal and for the women who sell Stella & Dot accessories it’s usually a very personally fulfilling thing. They commonly referred to these women in different commitment categories to show variety. So I divided up the stylists into their respective categories and gave them back their individual identities so casual browsers or those interested in the opportunity could find someone whose story resonated with them personally.
Art Direction: Jessica Schock
Photo Direction: Kristen Durham
*Note: at the time of design, their website was not responsive.
