When the pandemic hit in 2020, Faire’s customer base of more than 100,000 independent retailers was deeply impacted, as in-store foot traffic dropped to zero overnight. In response, we rapidly built and launched an entirely new B2C platform, enabling retailers to sell online directly to their local communities.

My role bridged brand systems and product design, leading work across both visual identity and user experience. I partnered closely with a lean cross-functional team to shape the naming and brand identity, go-to-market and paid campaign assets, photoshoot art direction, marketing and transactional email systems, landing pages, influencer kits, the curbside pickup feature, and core signup flows.

Within five months of launch, the platform onboarded more than 400 independent retailers across San Francisco, Los Angeles, and Chicago.