branding + ux design

Bali Blinds

Bali Roman Shades and Drapery in a bedroom, with the Bali logo overlaid

Bali Blinds

Bolstering a flagship brand

Role —

  • UX/UI Design
  • Research
  • Visual Design

Bali Blinds has been providing quality window coverings to do-it-yourself customers across North America for nearly eight decades. As an industry leader, Bali excels at giving consumers the inspiration and information they need to measure, purchase, and install beautiful custom blinds and shades. In 2017, I led the effort to adapt and refine established brand standards for use in digital contexts, an increasingly important part of Bali Blinds’ business model.

Bali Layered Shades in a modern, colorful living room
Bali Wood Blinds installed in a living room
A couple selected cloth tapes based on their wood blinds colors
Bali Faux Wood Blinds installed in a bright bathroom
Folder design by  Jen Fenton

Folder design by Jen Fenton


Email Campaigns

As part of the Bali Blinds brand refresh, I laid the ground work for the redesigned email marketing program. Working closely with copywriting and marketing teams to concept, create, and launch the campaign, we increased our subscriber base by 900% and achieved open and click-through rates nearly double the manufacturing industry average. Fun and functional, these emails have exceeded performance expectations, increasing sales and creating deeper relationships with the brand.


Project Credits

Creative Direction: Tien Barnett & Laura Sano; Photo Art Direction: Sarah Jackson & Megan DiPiazza; UX Research + Project Management: Poornima Devaraj; UX Research & Design + Front-end Development: Jacob Berchem; Copywriting: Jennifer Braico and Rebekah Young; Front-end Development: Christopher Arritt