Target style was created to enable a much bigger digital presense of the infamous Designer partnerships we all know and love.

Each month we focused on a designer and infused their story, inspiration and collection into beautifully executed content to live across digital and social channels. In addition we elevated the Target brand by telling fashion forward stories like trends, beauty how to’s as well as key product launches.

I led all creative from content strategy to the final design that shaped the storytelling and celebrated the product each month. I led the art direction on monthly photoshoots and partnered closely with the photographers, stylists and makeup artists to retain the integrity of each concept to bring the details that matter to life.

Target.com/style, Tumblr, Facebook, Email, YouTube & Instagram

For more than 40 years, National Instruments has been the leader in developing automated test and measurement systems that help engineers solve the world’s toughest challenges.

In 2019 the National Instruments brand evolved into a more modern and bespoke identity that retained the focus of their offerings and reflected their business.

In spring of 2020 we launched the digital rebrand for NI and brought the brand to life in the digital space.

My role as digital Creative Director for the PINK brand was to ensure brand consistency across all digital touch points driven by strategy and concept. By working collaboratively with cross functional leads and letting data inform our approach were created authentic experiences the were relevant to the customer and celebrated the product.

I established benchmarks and work methods that enabled the team to easily achieve a high level of quality, productivity and speed throughout the entire lifecycle of the work. From product editorials to platform innovations we were proactive in identify emerging trends and opportunities that feel brand right and customer centric.

This experience highlighted the state of the art engineering and power of the Audi A6. The interaction designs highlight the intelligent features of the car and illustrate why the A6 is engineered to make 2,000 decisions a second. The App also presents a robust configurator experience which allows users to see the car from any angle while choosing colors and finishes that match their personal taste.

Awards: FWA Mobile Site Of The Day

I was the creative lead for 3 years on the Victoria’s Secret Fashion Show. Each year we developed a unique digital experience that centered around the location, thematics and key pieces set to go down the runway.

By synthesizing content and commerce into three unique expressions we delivered curated content that built excitement and commercialized the show for customers.

El Pollo Loco brand refresh: Concept & Design

The GRL PWR PROJECT is a natural extension of the PINK brand that looks to help fund the dreams of young women who exemplify ambition, optimism and confidence.

This destination enables users to find their signature fragrance through an immersive digital experience.

The beginning of this project started at one of the worlds top Perfumeries where we spent a full week with scientists and the infamous “nose”. We learned what went into creating a fragrance and how certain notes are put together to emulate the emotion a fragrance can bring.

Next came a lot of customer research which led us to how the experience would need to be tailored to be authentic, accurate and inspirational.

I worked with the brand beauty team to concept, develop and design the look and feel of this destination as it was the first of its kind. We worked to personify the categories of fragrances, educate customers on the key notes and create an algorithm for each user so that we could introduce other fragrances we know they would love.

From the beginning the PINK Nation App has been focused on engagement which we know our girl loves. Over the last couple of years commerce has become more of a player which has presented so much excitement and success of the brand.

Fall 2018 PINK Nation was rebranded and redesigned with a new look, new features, an evergreen game and so much more to come. This refresh has exposed commerce more to the forefront while still giving her access to all the things she loves and knows in the app.

PINK Nation has been huge to the success of the brand for years and it continues to gain momentum.

SOME STATS TO HIGHLIGHT

The rebrand brought in over 13 million dollars in sales which was a 7% increase in growth.

The total customer count also increased by 14% and that number continues to climb.

Demand coming from PINK Nation app cross-over sessions was 17% of total PINK digital demand the first month. That is an increase of 10% for the entire brand. 

It’s also enabled higher conversion rates through product specific storytelling that is exclusive to the app. 

To promote the partnership between Manservants & The Gansevoort Hotels in New York City, Los Angeles & The Bay Area. 

I worked with the CEO of Manservants to bring the brand vision to life for this unique partnership. I began the conceptual process by creating mood boards that were used as inspiration for the shoot. I worked closely on set with the stylists, photographer and beauty teams to art direct assets that would keep our vision elevated and on brand. 

With a focus on personalization the Sport Bra Guide serves up product forward content that educates and inspires a sport lifestyle.

In 2018 PINK launched it’s own beauty brand. Through close partnership and collaboration we developed how the brand came to life in the digital space. For the launch we introduced a collection that featured the core beauty categories. Users could shop by category and filter down to specific products or browse through categories. Post launch we continued to evolve the brand with interactions, animations and designs that were easy to shop and appropriately personified the products.

David Myers’ Melrose Avenue brasserie serves French inspired classics using locally sourced fresh ingredients.

I created a digital brand experience that authentically represents David’s mission and is an extension of the dining experience. I was inspired by the colors, textures and classic French touches of the physical space. I selected French photographer Ron Haviv to help bring the vision to life in the photography and capture a bit of Paris in Los Angeles.

Concept & Art Direction for all digital editorials supporting trends, key products and relevant moments for the brand.

This digital experience inspires homeowners to personally design & customize the interiors in their home. 

We created a hub to showcase curated content each week over the coarse of a month before the show aired on CBS. Each week customers could visit the swim hub to watch insider videos, engage with social buzz and get exclusive access to products inspired by the show. With the frequent updates that were made we were able to keep the experience fresh and exciting for customers.