Launched DKNY shoes leveraging the brand’s established ownership of NYC and all things urban.
Because everybody walks in New York.
Presented Samsung as the brand of choice by positioning the products as the ideal life accessory; easy, fun, sexy.
Canvas is a name that helped position the subbrand as modern interpretation of Lands’ End’s classic nautical roots and belief in the individual.
Created a fun brand personality while familiarizing American audience with a new name and the benefits of milk that can be stored warm until opening. Parmalat means never having to say you’re sour!
Eponymous phrases such as “Back to B’gosh” for the back to school time frame and “B’gosh Believe” for holiday functioned as seasonal marketing umbrellas for many years.
The former "Little Layette" collection is renamed and refreshed to appeal to a new generation of moms.
As Group Creative Director at Lands' End, I was responsible for integrated photography, design and copy concepts for women's, men's, kids and business outfitters that set the tone for the season. This included catalogue prototyping and collaborating with internal print, digital and marketing teams to create a more cohesive, relevant and elevated lifestyle brand.
Anytime. Anywhere. Baby G. Smaller sizes. Bigger colors.
Created a campaign to extol product features and benefits on the foundation of the brand promise, “Guaranteed.Period.”