Trend + Strategy02
The thread through all of it.
Every concept I designed at Victoria's Secret started with what was moving in culture before it reached the customer. The same thinking later won agency pitches for TikTok, Shinola and Universal Standard.
I read culture, find the blank space, and turn it into a position a brand can own.
From signal to concept
Trend and concept boards for PINK and Victoria's Secret, and the research behind happy nation
How it came to life
- PINK floorsetsTrend forecasting and consumer insight set the seasonal story four times a year, from Make Your Break to the holiday Retro Cabin, before a single product was styled.
- happy nationMapping tween culture and parent insight showed a generation that didn't see itself in legacy brands, and validated a gender-free brand built on belonging.
- PINK BeautyA deep dive into the market showed customers wanted beauty pretty enough to keep on the shelf, so we reskinned the packaging around it.
- Agency strategyThe same method found the blank space for TikTok, Shinola, Universal Standard and Supergoop!
How I work
- Trend & future forecastingMapping the signals of what's next and turning them into intentional strategy, not reaction.
- Patterning & insight miningReading digital trends, creative patterns and consumer data together until the real story shows up.
- Competitive analysisMapping where every competitor plays, and where nobody does.
- Concept & vision boardsBoards as strategy, not decoration: the visual compass a whole team can build around.
- Scouting & fieldworkFrom New York streets to retail floors, gathering real-world proof before the deck.
- Strategic connectionBringing the right partners, talent and tastemakers into the idea.
The diagnostic I run on every brief
- The real askWhat the brief is actually asking for, which is rarely what it says.
- The blank spaceThe gap in the category nobody owns yet, proven with data.
- The cultural hookThe moment, behavior or tension that makes people care now.
Tools
GWI · Mintel · Meltwater · WGSN · NewsWhip · Claude · ChatGPT · Gemini
