ALLY CHELMU
Visual Design

From physical product design to digital product design

Before transitioning into digital product design in 2018, I spent my early career designing products and packaging for retail stores worldwide. I partnered directly with buyers, collaborated with manufacturers, and created product collections that were sold in stores like Urban Outfitters, Macy's, and Bed Bath & Beyond. While the medium has shifted from physical goods to digital experiences, the foundations of my process remain the same: understanding customer needs, analyzing data, and designing with both creativity and practicality in mind.

Specializations

Art DirectionBrand IdentityIllustrationPackaging DesignPrint DesignRetail LicensingTypographyEditorial Layout

Visual Design Examples

I designed email graphics, websites, print flyers, and more.
MarketingI designed email graphics, websites, print flyers, and more.
I designed packaging of varied materials and types.
PackagingI designed packaging of varied materials and types.
I designed table top, housewares, apparel, accessories, and more.
Product DesignI designed table top, housewares, apparel, accessories, and more.
I designed catalogs and brochures for our products and capabilities.
MarketingI designed catalogs and brochures for our products and capabilities.
I illustrated characters and designed logos for brands.
Brands & CharactersI illustrated characters and designed logos for brands.
I created presentations and sell sheets for customer meetings and trade shows.
Sell SheetsI created presentations and sell sheets for customer meetings and trade shows.
“My background in physical product design deeply informs my work as a digital product designer today. Whether shaping tangible goods or digital experiences, I design with the same mindset: data-driven creativity, collaboration, and a relentless focus on the end user.”
Illustration of a designer with long red hair working at a desk with a cat

Process

My design process then

Research and Insights

I partnered with retail buyers to understand their sales metrics, identifying which product categories were performing and why. This data shaped our product collections and guided packaging decisions. Competitive research involved visiting stores to analyze placement, pricing, and emerging trends.

Staying relevant meant constantly monitoring style and market trends, ensuring our products were always fresh, desirable, and competitive.

Innovation through Research

Beyond aesthetics, I drove innovation by exploring new materials and manufacturing techniques. This required balancing creativity with feasibility, making sure designs were fresh and trendy while also producible and cost-effective.

Collaboration across Disciplines

I worked closely with factories to ensure goods met all required safety and quality tests. Collaboration across disciplines was key. Design, production, and compliance teams needed to be aligned for a product to succeed.

Conclusion

While the outputs have changed from retail shelves to digital interfaces, the core principles of my design practice are constant:

  • Understand the customer through data and research
  • Balance creativity with feasibility
  • Collaborate across disciplines to deliver quality products
  • Stay ahead of trends to keep designs relevant and impactful