At happy nation, we're creating clothes and experiences for tweens - wherever life takes them. We make sweats, undies, and bras for tweens to stay comfy— just as they are. Our body care products help the entire family feel good and are friendly to the planet.

I was tapped to join a whitespace innovation group in January of 2020 under the umbrella of Victoria’s Secret PINK. A small group of us identified the need for an inclusive, gender-free brand for kids aged 8-14. After extensive patterning, customer insights, tapping into outside agencies but mainly using internal expertise, we came to build happy nation.

My responsibility for the woven creative direction from branding to marks, tone of voice, to day to day execution allowed me to oversee this brand in coming to life with a startup mentality. We launched the brand on happynation.com on April 19th, 2022.