Valdese Weavers

In 2020, Valdese Weavers — a leading textile manufacturer — decided to modernize its corporate brand and website to reflect its growth, innovation, and sustainability focus. It was a full-scale rebrand effort involving leadership, marketing, and external partners.

As the lead graphic designer, my role was to translate the company’s values and vision into a cohesive visual identity while ensuring consistency across digital and print platforms. I also contributed layout mockups and infographics to support the new website experience.

I collaborated closely with the marketing director, executives, and our web development partners to refine the brand’s visual language. We focused on clean lines, balanced typography, and timeless design elements that conveyed sophistication and trust. For the website, I helped shape the structure and visual hierarchy, making it both elegant and easy to navigate. Later, in 2023, I also contributed sustainability-focused content design to align with the company’s environmental commitment.

The rebrand and website redesign strengthened Valdese Weavers’ image as an innovative, forward-thinking company. It not only unified the brand’s identity but also improved engagement across digital channels. The work received great feedback internally and helped set a strong foundation for future marketing and sales initiatives.

Brand Identity

JOB Recruiting Billboard

Company Brochure

Customer Portal Update

In 2025, I worked on a customer portal update project for Valdese Weavers focused on improving the digital self-service experience for customers. Because the final portal is confidential, I am sharing selected sketches and process work that reflect my thinking around user flow, navigation, and interface structure.

The goal of the project was to make it easier for customers to access important account information such as order status, shipment updates, production details, invoices, and inventory-related documents. The portal needed a clearer structure that could support a wide range of customer needs while reducing friction in everyday tasks.

My role involved mapping the user journey, exploring low-fidelity wireframes, and organizing the portal into a more intuitive experience. I developed concepts for the login path, portal landing page, quick search, and left-hand navigation, with a focus on helping users find key information faster and more efficiently.

The portal concept was structured around three core areas: Order, Document, and Stock Inventory. These sections were designed to give customers more direct access to the tools and records they used most, including order tracking, shipment status, line-item production updates, invoices, acknowledgements, signed BOL copies, pricing materials, cut order inventory, DESAA references, and specification sheets.

This project reflects my approach to translating complex business functions into a more user-centered digital experience. Through sketching, UX thinking, and information architecture planning, I helped create a stronger foundation for a portal experience that was more organized, accessible, and efficient.

Confidentiality Note: Due to the confidential nature of this project, I am only showing selected sketches and early process work.