The Challenge

• Outdated brand presence, and weak visual identity

• Disconnected from younger audiences (Millennials & Gen Z)

• Generic product positioning with limited emotional appeal

• Fragmented visuals across 127 store locations and digital channels

The Approach

• Conducted customer and competitive research to uncover key motivators

• Defined a modern aesthetic: refreshed brand purple, bold new palette, and focused typography

• Elevated storytelling through lifestyle imagery and emotionally resonant messaging

• Reimagined product marketing to better reflect younger styles and more accessible price points

• Developed a unified omni-channel experience across retail, digital, and OOH

• Expanded a basic 20-page style guide into a 65-page brand system, rolled out across 5 states

• Collaborated cross-functionally with marketing, merchandising, and leadership to ensure alignment

The Result

• $148M+ in sales in 2024 from full-funnel campaigns tied to the refreshed brand system

• $24M in revenue from 90+ creative-led promotions, driving over 5,000 transactions

• Outpaced category giant Signet in 3 of 4 quarters for ID sales growth

• Created a recognizable, resonant brand that appeals to younger customers—while keeping legacy shoppers engaged

• A unified, elevated brand system that feels fresh, relevant, and emotionally resonant

• Stronger appeal to younger audiences—without alienating loyal customers

The Skills

Consumer & Competitive Research, Content Development, C-Level Pitches & Presentations, Typography, Color Theory, Wayfinding, Oversee Implementation of Brand Glow Up in Print, Digital and Experiential Applications, UX Design, Print and Digital Graphic Design, Adobe InDesign, Illustrator, Photoshop, Acrobat, Microsoft Word, Excel, Teams, PPT, Outlook, and ChatGPT

The Deliverables

Reimagined Brand Identity System

• Updated core brand colors (modernized signature purple)

• Expanded and refreshed supporting color palette

• Refined typography system for clarity and consistency

• Comprehensive 65-page brand guidelines document

Visual & Verbal Brand Assets

• Lifestyle photography direction and visual tone

• Refreshed brand messaging and sales copy framework

• Voice/tone strategy to connect with younger audiences

In-Store Experience

• Full retail signage system (exterior, interior, directional)

• In-case display design and product signage

• Promotional materials for in-store activations

Omni-Channel Marketing Assets

• Digital campaign creative (paid social, email, web banners)

• OOH advertising (billboards, transit, and print)

• POP displays and promotional signage

• Experiential/event graphics and collateral

Marketing & Product Strategy Alignment

• Customer insights and competitive audit

• Style and pricing strategy shift to attract Millennial/Gen Z shoppers

• Updated promotional calendar visuals and campaign templates

Team & Workflow Leadership

• Cross-functional collaboration with marketing, merchandising, and eComm

• Creative direction and mentorship of design and copy teams

• Workflow improvements across remote, hybrid, and in-house contributors