DailyOM Media
MY ROLE: BANNER DESIGN, BRANDING & IDENTITY, CREATIVE DIRECTION, DIGITAL MARKETING, EMAIL DESIGN, INSTRUCTIONAL DESIGN, MOTION MEDIA, PAID ADS, PRESENTATION DESIGN, SOCIAL MEDIA MARKETING
Project Overview
DailyOM is a global wellness and lifestyle platform with over 4 million daily readers, offering online courses in mindfulness, spirituality, and personal growth. As Senior Digital Designer, I led the end-to-end transformation of DailyOM’s digital experience, integrating UX design, visual storytelling, and marketing strategy into a cohesive, conversion-driven strategy across web, email, and social media channels.
Challenge
DailyOM’s digital presence was fragmented across channels, with inconsistent visuals, underperforming paid campaigns, and low cross-channel conversion attribution. The challenge was to create a unified digital identity and data-informed creative framework that strengthened engagement, retention, and paid course conversions while maintaining the brand’s authentic, emotionally resonant voice.
Process
I conducted in-depth audience research and implemented continuous A/B and multivariate testing to optimize headlines, CTAs, layout hierarchy, and hero imagery across different funnel stages.
I collaborated closely with product and engineering teams to refine user flows and align acquisition campaigns with in-product UX, ensuring that every interaction felt seamless and intentional. Working cross-functionally with copywriters and marketing teams, I developed a cohesive content system that spoke to platform-specific audiences while maintaining a consistent brand identity.
Social media requires a constant stream of innovative and creative content that tells the right story, to the right audience, at the right time. Understanding the culture and discourse of each platform and why some content may be successful on one platform, but not another, was pivotal.
Deliverables
This initiative included the full management and production of an editorial calendar and integrated marketing campaigns aimed at maximizing user engagement, retention, and conversion. I also established scalable design templates, creative testing protocols, and performance dashboards to enable long-term optimization.
Results
Within a year, DailyOM saw an 80% increase in Instagram followers and engagement, surpassing one million followers. Course conversions rose by 20%, paid media ROI improved by 18%, and bounce rates decreased by 35%. The result was a cohesive, data-driven digital experience that not only elevated the brand’s visual identity but also transformed how users interacted with DailyOM across every touchpoint.
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ALL / HEARST / HYDRAFACIAL / COLOURPOP / IPSY / HEXAGON / OMFIT / DAILYOM / COMPASS CATALOG / COMPASS WEBSITE / GAMACHE REAL ESTATE
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