Clara E. Choi

Art Direction & Design


Evite Invitations


[Role: Art Direction, Research, Process management]
 Following a rebrand in 2021, we recognized that our invitation and card designs were outdated and in need of an update. Additionally, we removed ads from the site to improve the user experience, which necessitated a focus on organic revenue growth to ensure long-term sustainability.

To address trends, seasonality, and relevance, the creative team introduced 1,000+ new designs to enhance key revenue-driving categories like Kids' Birthdays. We revamped more than 4,000 templates into a unified format to provide a consistent user experience. We also developed Premium assets such as backgrounds, liners and stamps to elevate each invitation and offer a curated experience for both hosts and guests. This approach led to a 17% Premium features adoption rate, doubling since 2022, and now accounts for approximately 75% of our total revenue.

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[ ©2024 Clara E. Choi ] For I know the plans I have for you, declares the Lord, plans to prosper you and not to harm you, plans to give you hope and a future. Jeremiah 29:11