THEREABOUTS BRAND LAUNCH
A NEW KIND OF KIDS BRAND
JCPenney was launching its first kids brand centered on inclusivity and sustainability, new territory the company hadn’t fully claimed. As design group lead, I worked closely with the executive team to shape the vision and develop the brand. I led the creative strategy from concept through launch, directing design, packaging, and marketing teams, and evolving the guidelines that would carry the brand forward. Thereabouts became one of the biggest launches of the year, opening the door to a new customer and positioning JCPenney around values, not just price.
NCDC SOCIAL MEDIA REFRESH
MAKING A LITTLE MORE NOISE
Northridge Child Development Center (NCDC) is a great Dallas preschool, but their social presence wasn't doing them any favors reaching millennial parents. I took ownership of the brand’s digital presence, defining the content strategy, visual language, and manageable systems to actually keep it going. Social went from an afterthought to a meaningful growth channel. Within months, followers increased by 200%, engagement improved, and enrollment for the following year reached an all-time high.
RACHEL LEVIN STYLE
BUILDING A BRAND WORTH THE HYPE
Rachel Levin already had the experience, the connections, and a point of view. What she needed was a brand to bring it all together. I owned the creative vision end to end, from brand identity and design direction to the launch of her site and visual system. A few years later, we’re still working together and her business is still growing, proof that the brand continues to do what we built it to do.
OKIE DOKIE BRAND RELAUNCH
CLOSING THE GAP WITH A FRESH START
Okie Dokie was a beloved brand that was losing ground to competitors. As design head on the relaunch, I led the creative execution, bringing product, marketing, styling, and design together around one cohesive vision. From the brand guidelines and apparel designs to campaigns, social, and the customer experience, we gave shoppers a reason to care again. The relaunch helped close the gap with competitors and generated $3M in incremental sales.
