Hi there!
Please see below some sample work from projects I have worked on.
Web pages on Petmania.ie
These pages were designed by me using a combination of custom elements using HTML, CSS and built-in components using Porto Theme on Wordpress.
All of the changes had a positive impact on user navigation, allowing increased conversions, reduced bounce rates and boost sales of higher margin products.
Please note that some features on petmania.ie are are bugged due to third party developers. This is out of my control and are currently being investigated.
Currently bugged:
• "Your pet may like" product recommendations is not displaying on shopping categories
• "Your pet may like" product recommendations is not displaying on shopping categories
petmania.ie Homepage
Previously designed by third party developers in 2020, it was clear that user experience was never taken into account when navigating key pages throughout the site.
Tasks included
• Modernising styling to match our new brand guidelines
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improving navigation to key pages like shopping sub-categories, services and offers.
• Modernising styling to match our new brand guidelines
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improving navigation to key pages like shopping sub-categories, services and offers.
Since it's redesign, I continue to update content regularly for promotional offers or campaigns.
Visit petmania.ie
Old version
Made by third party developers
Latest version
Designed, created and maintained by me
Homepage sample banners
petmania.ie Shopping Categories
Similar to the homepage, shopping categories on petmania.ie were minimally designed with user experience in mind.
Designed using HTML, CSS and built-in components
• Modernising styling to match our new brand guidelines
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improved navigation to key sub-categories, brands, products etc. to allow for easier browsing
• Promoting higher margin products with "half banners"
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improved navigation to key sub-categories, brands, products etc. to allow for easier browsing
• Promoting higher margin products with "half banners"
Old version (third-party developers)
Latest version (designed and built by me)
Category sample banners
Dunnes Stores
During my previous application, I was tasked with creating a tile to promote Meals to Go range.
Designed using HTML and CSS. Photoshop used to create graphics.
Work included in this
• Created easy to scan tiles to shop "Meals to Go" range using SEO keywords for ready meals
• Created tiles in line with Dunnes Stores branding to show styles of cuisine and promote brand recognition with packshots.
• Made all tiles responsive so they adapt to different displays
• Recreated assets without having templated files (Mix & Match)
• Prevented line breaks for "Meals to Go" so it was always displayed on 1 line
Designed using HTML and CSS. Photoshop used to create graphics.
Work included in this
• Created easy to scan tiles to shop "Meals to Go" range using SEO keywords for ready meals
• Created tiles in line with Dunnes Stores branding to show styles of cuisine and promote brand recognition with packshots.
• Made all tiles responsive so they adapt to different displays
• Recreated assets without having templated files (Mix & Match)
• Prevented line breaks for "Meals to Go" so it was always displayed on 1 line
This project has not been updated since it was completed on 29/10/2024
Operation TransPAWmation
Purpose of campaign is to generate email database sign-ups and send automated emails with educational content and products based on information given during sign-up
Despite helping design aspects of the campaign in previous years, I was given full control in 2025.
Leading up to the campaign, I analysed key metrics from 2024 and drafted changes to improve all aspects of the campaign in 2025. Some of the work I completed include:
• Designed the landing web page, with improved layout from previous year
• Designed all web banners
• Designed all in-store artwork and campaign point of sale
• Set up and designed all email automations, including data managenent for user's profiles
• Designed and animationed motion graphics for social media ads and in-store displays
Here are some of the notable stats
Overall sign-ups
2024 = 969 sign-ups
2025 = 8305 sign-ups
Sign-up breakdown
Part 1 (initial sign-up): 8305
Part 2 (complete profile): 2079
Total increase = 955%
Completed profile increase: 214%
• Designed the landing web page, with improved layout from previous year
• Designed all web banners
• Designed all in-store artwork and campaign point of sale
• Set up and designed all email automations, including data managenent for user's profiles
• Designed and animationed motion graphics for social media ads and in-store displays
Here are some of the notable stats
Overall sign-ups
2024 = 969 sign-ups
2025 = 8305 sign-ups
Sign-up breakdown
Part 1 (initial sign-up): 8305
Part 2 (complete profile): 2079
Total increase = 955%
Completed profile increase: 214%
Roughly 60% the initial sign-ups were new subscribers (never subscribed before).
QR Code Scans
2024 = 284
2025 = 2341
Total increase = 824%
2024 = 284
2025 = 2341
Total increase = 824%
Revenue from first email
2024 = €2390
2025 = €9420
Main change: Improved layout, used more accessible words and reduced word count to make emails easier to grasp, especially when scanning.
Total increase = 394%
2024 = €2390
2025 = €9420
Main change: Improved layout, used more accessible words and reduced word count to make emails easier to grasp, especially when scanning.
Total increase = 394%
Primary changes
• Made the sign-up process quicker and easier by splitting it in 2 parts
• Improved artworks
• Introduced various touchpoints in-store to boost campaign visibility and encourage customers to scan QR codes to sign-up
• Improved layout for emails, used more accessible words and reduced word count to make content easier to grasp, especially when scanning.
• Made the sign-up process quicker and easier by splitting it in 2 parts
• Improved artworks
• Introduced various touchpoints in-store to boost campaign visibility and encourage customers to scan QR codes to sign-up
• Improved layout for emails, used more accessible words and reduced word count to make content easier to grasp, especially when scanning.
Print assets
Puppy of the Year
Purpose of campaign is to generate email database sign-ups, sales through votes and create PR opportunities
Webpage designed using HTML, CSS and JavaScript. Various other assets created using Photoshop, Illustrator, InDesign and After Effects.
After the success of Operation TransPAWmation, I was also given full creative control for Puppy of the Year 2025
Leading up to the campaign, I analysed key metrics from 2024 and drafted changes to improve all aspects of the campaign in 2025. Some of the work I completed include:
• Designed and deployed all webpages
• Designed and published all web banners
• Published updates during changeover periods (eg entry to voting)
• Designed all in-store artwork and campaign point of sale
• Set up and designed all email automations, including data managenent for user profiles (assigning custom property values for personalised content)
• Designed and animated motion graphics for social media ads and in-store displays
• Additional print materials for the Petmania Puppy of the Year Grand Final held at Pet Expo Ireland
• Designed and deployed all webpages
• Designed and published all web banners
• Published updates during changeover periods (eg entry to voting)
• Designed all in-store artwork and campaign point of sale
• Set up and designed all email automations, including data managenent for user profiles (assigning custom property values for personalised content)
• Designed and animated motion graphics for social media ads and in-store displays
• Additional print materials for the Petmania Puppy of the Year Grand Final held at Pet Expo Ireland
Here are some notable stats
Voters purchasing on petmania.ie
2024: 55 orders at €2,577.06 net sales
2025: 753 Orders at €36,684 net sales
Orders by voters increased 1269%
Net sales from voters increased 1324%
Sign-ups / valid entries
2019: 600
2020: 1100
2021: 1700
2022: 1700
2023: 1600
2024: 1700
2025: 1700
Note: Ireland experienced a puppy boom during 2020-2021 with COVID. Since then, the dog population has been aging, the puppy population has been declining but our sign-up numbers have remained consistent.
Primary changes
• Changed how email automations triggered
• Improved artworks
• Introduced website popups and remarketing campaigns to target people who voted or visited petmania.ie/petmania-puppy-of-the-year/
• Improved layout for emails and reduced word count to make content easier to grasp, especially when scanning.
Other notable improvements
Reduced queries
Major reduction in queries/bug reports by improving Woobox's entry forms, thorough testing and adding additional automations for user data for different stages of the competition.
Voters purchasing on petmania.ie
2024: 55 orders at €2,577.06 net sales
2025: 753 Orders at €36,684 net sales
Orders by voters increased 1269%
Net sales from voters increased 1324%
Sign-ups / valid entries
2019: 600
2020: 1100
2021: 1700
2022: 1700
2023: 1600
2024: 1700
2025: 1700
Note: Ireland experienced a puppy boom during 2020-2021 with COVID. Since then, the dog population has been aging, the puppy population has been declining but our sign-up numbers have remained consistent.
Primary changes
• Changed how email automations triggered
• Improved artworks
• Introduced website popups and remarketing campaigns to target people who voted or visited petmania.ie/petmania-puppy-of-the-year/
• Improved layout for emails and reduced word count to make content easier to grasp, especially when scanning.
Other notable improvements
Reduced queries
Major reduction in queries/bug reports by improving Woobox's entry forms, thorough testing and adding additional automations for user data for different stages of the competition.
Key information found in webpage/email automations sent to entrants.
Improved user experience
Made webpages more mobile friendly by adding more responsive design. Made key information more readily available and set-up
Made webpages more mobile friendly by adding more responsive design. Made key information more readily available and set-up
Petmania Digital Christmas Catalogue
Purpose of catalogue was to highlight Christmas range in a new fresh way (with added interactive elements)
Designed using FlipHTML5. Various other assets created using built-in tools, Photoshop and After Effects.
Extra Web banners
High Priority Sale Messaging - Desktop Homepage
High Priority Sale Messaging - Mobile Homepage
Product offer with lifestyle image - mobile
Product offer with lifestyle image - desktop
Category offer with lifestyle image + product - mobile
Category offer with lifestyle image + product - desktop
Category offer with lifestyle image - mobile
Category offer with lifestyle image - desktop
Service feature with lifestyle image - desktop
Service feature with lifestyle image - mobile
Category non-sale banner - desktop
Category non-sale banner - mobile
Product offer with only product - mobile
Product offer with only product - desktop
Campaign offer - mobile
Campaign offer - desktop
Service offer - desktop
Service offer - mobile
Category generic - desktop
Category generic - mobile
Service - mobile
Service - Desktop
Social media ads (Still)
Brand awareness campaign - square
product feature - landscape
Social media ads (Animated)
Includes artistic renders for webpages which I made.
Emails I have designed
Includes email banners, icons and more which I designed.
Includes custom HTML and CSS where necessary. Some emails also include conditional information which only display if certain criteria are met.
In-store digital screens
Designed in Photoshop / Illustrator and animated through After Effects. Brand assets for Fleaway, Wormaway and Tropiclean didn't exist at the time so I had to make my own.
Petmania.ie 2024 Reskin
Conceptual updates for core webpages as part of Petmania's site reskin.
Work put on hiatus but to be resumed
Extra artwork (Print)
Full artwork files can be found on my Onedrive
