Understanding
the New York
Citarella Shopper
Citarella is a 110-year-old gourmet market with locations across New York City and Connecticut. With a new marketing director coming on board, Citarella wanted to better understand their relationship with their customers so the team could develop a more informed strategy to help drive satisfaction and loyalty. The team was tasked with conducting qualitative research and developing personas. I was brought in after our research findings were in hand to pull together the final client deliverable. Aside from developing the look and layout, I also helped craft the flow. The deadline was tight. I created this piece in about a week and a half.
A jewel tone palette was
used to infuse warmth and complement the Citarella logo.
“A world class communications and graphic designer, Kristina is extraordinarily quick to grasp design criteria and adds excellent perspective to improve a communication strategy. Perhaps above all, she is absolutely consistent in her patient, professional, and pleasant demeanor, from planning through challenges of crunch time. Kristina makes the world a better place.”
— Polly Greathouse,
worked with Kristina on this Citarella project