CAALO Internship: Marketing & Web Design
Marketing | Social Media | Web Design
Problem
Strengthen CAALO's brand storytelling and digital presence across web and social.
Constraints
Brand guidelines, stakeholder approvals, and asset availability.
Team & Role
In-house internship team.
Outcome
Delivered an About page redesign, social assets, and product imagery improvements.
Timeline
Feb 2021 – Apr 2022
Tools
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Canva
Cargo Site Builder
My Contributions
- Redesigned the About page to strengthen brand storytelling.
- Designed social ads and post templates aligned to brand aesthetics.
- Edited product imagery for consistency and visual hierarchy.
Decisions & Trade-offs
Focused on clarity and consistency in assets to reduce visual noise across channels.
Introduction
I joined the internship in April 2022 and started with Instagram engagement and asset gathering. I quickly moved into editing product imagery for web and social, then led the redesign of the About page to better reflect CAALO's brand story.
'About' Page Redesign
Redesigned CAALO's About page to improve storytelling, visual hierarchy, and engagement. Streamlined content to highlight sustainability, modular design, and NYC-made craftsmanship while preserving the brand's modern minimal aesthetic.
Ads
Designed press-style Instagram ads in Photoshop to spotlight trending coats and celebrity features, emphasizing CAALO's minimal, high-fashion aesthetic.
Created post layouts and edited press images to align with CAALO's sustainable branding. Designed clean, annotated posts highlighting product features and press coverage (e.g., Marie Claire, Forbes).
Product Page Image Editing
Edited product imagery for consistency and clearer garment details across the e-commerce site. Updated composition for stronger visual hierarchy and created additional color variants without new photoshoots.
