Holiday Campaign — Campaign Direction

Led creative direction for a retail initiative focused on elevating brand storytelling and creating a cohesive visual system across digital and in-store touchpoints.

Role | Creative Lead

Directed concept, visual direction, and execution across all assets—partnering with cross-functional teams to align creative with brand and business objectives.

The Challenge

Evolve the brand beyond traditional retail—balancing promotional messaging with a more refined, editorial expression.

The Direction

Developed a clean, modern visual system rooted in intentional use of color, composition, and hierarchy—designed to scale seamlessly across touchpoints.

Execution

Deployed across catalog, digital, and in-store environments—maintaining a cohesive system while adapting to each format.

Result

Elevated the overall brand expression—establishing a more cohesive and consistent experience across all customer touchpoints.