Role: Art Director, Designer

Client/Project: Old Navy – Project WE Artist Collaboration

Challenge/Goal: Create a flexible in-store and digital marketing system that honored the unique style of 5+ artists while clearly communicating the partnership with the Fifteen Percent Pledge.

Scope: Define and create the visual framework that hosts the diverse artwork and communicates the mission of the Project WE program across all customer touchpoints.

Key Deliverables: Marketing Toolkit & Templates, Photo Art Direction, In-Store Signage & Graphics, Visual Merchandising Guides, Digital Campaign Assets

Impact: $500K Investment in Fifteen Percent Pledge creative entrepreneurs.

Modular Marketing Toolkit:

A comprehensive set of visual templates and guidelines designed for scalable deployment across all retail channels.

Catalina Estrada
Grace Lynne Haynes
Benny Bing
Camila Rosa
Evergreen Toolkit

Photo Art Direction:

Created the photo art direction concepts for Grace Lynne Haynes & Catalina Estrada. Made image selects post-shoot and curated them into review decks for executive partners.

In-Store Signage & Graphics:

Collaboration hangtag & directional signage to define the Project WE product area in-store.

Digital:

Designed a cohesive digital marketing ecosystem (homepage banners, product page assets, and email campaigns) for each artist collaboration. This ensured a consistent brand narrative and maximized visibility for every limited-edition tee drop.

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