Project: GLOBAL PRODUCT STRATEGY: CONCEPT/ COLOUR
Client: Everlast, family active lifestyle & apparel
POV: high level seasonal themes for a holistic family message (womens, mens, girls, boys)
Season: launch Autumn/ Winter 2020
Role: strategy and implementation (concept, colour, design)
Thought process: The Everlast brand was sales-driving powerhouse in womens and girls. Leadership wanted to see the momentum drive through to mens and boys, as well as adding a new family product line.
To drive unity and update mens/boys, I developed a single strategic brand vision for the season.
Project: CATEGORY VISUAL ANALYSIS
Client: Outdoor Life
POV: new camouflage, print trend category updates (mens performance outdoor apparel)
Season: Autumn/ Winter 2019
Role: research and print analysis, graphic design, content development
Project: CONCEPT, surface print and pattern focus
Client: Sears and Kmart
POV: high level themes, surface print and pattern category focus (mens, classic mens, young mens)
Season: Autumn/ Winter 2019
Role: concept category lead, research and analysis, concept, resource sourcing/ purchasing, graphic design, content development
Project: CONCEPT, surface print and pattern focus
Client: Sears and Kmart
POV: high level themes, surface print and pattern category focus (womens ready to wear, classic womens, juniors/ young womens)
Season: Autumn/ Winter 2019
Role: concept category lead, research and analysis, concept, resource sourcing/ purchasing, graphic design, content development
Project: CATEGORY UPDATE, surface print and pattern focus
Client: Sears and Kmart
POV: key seasonal must-have print and surface ideas and trends (womens ready to wear, classic womens, and juniors/ young womens)
Season: Prespring 2019
Role: concept category lead, research and analysis, resource sourcing/ purchasing, graphic design, content development
Project: CAPSULE DESIGN and MARKETING direction
Client: Lululemon
POV: season concept, design, and direction (womens performance)
Season: Holiday 2018
Role: concept, apparel and surface design, art direction, packaging, social and content
Thought Process: As with much of the Pacific Northwest Coast, frigid winters in Vancouver shape human behaviours and interactions for a large part of the year. Using the beautifully characteristic Pacific Northwest landscape as a starting point, design and strategy references the shapes, needs, and behaviours of the brave winter wanderer.
