ALLTRAILS
Scaling a brand across 14 languages
AllTrails ships emails, push notifications, paid ads, and a shared creative library in 14 languages. My work spanned adapting existing designs for global release and creating original paid ad concepts, all while keeping the craft intact across markets. Every asset moved through Smartling for translation, QA, and deploy, and a layout that looks perfect in English can break under German or Polish text expansion, so protecting the design intent across every language was the real work behind the process.
Localized email campaigns and original paid ads
Maintaining the localized library and building the tools behind the translations
Maintaining our localized screen library was part of my role, giving the team the assets they needed for marketing the app. I kept it current with new features as they shipped, building new components and improving the underlying systems along the way. Once those components were in designers' hands, I built tools to speed up deployment, including Figma plugins for developer and marketing annotations, layer renaming to match our naming conventions, and text formatting for translation submissions. These tools saved hours of work and thousands of clicks.
Prepress production for outdoor ad campaign & video production for social media
