An integrated communications, creator and affiliate ecosystem for a new generation of fashion-forward families.
Janie and Jack
Competitors sell the utility of children's clothing. The opportunity was to own the editorial story of childhood itself.
Built from a winning agency proposal I led strategy for. Ideas are shown as proposed; campaigns and partnerships that originated with the brand belong to the brand. My role was the strategy, the blank space and the platform.
Move the brand from special occasion to the center of family culture.
Parents were tired of transactional retail. They wanted legacy quality with real relevance, and intentional, beautiful clothes in a market that often felt either too juvenile or too disposable.
The editorial narrative of childhood.
Fast-fashion chasers win on price and speed, heritage icons on prestige, and niche curators on intimacy. No one owned the emotional, editorial storytelling of family milestones.
Chasing Wonder.
Childhood is a collection of sparks that deserve to be caught. Janie and Jack is the wardrobe that turns the everyday into the extraordinary.
The platform ran on two calendars at once: the expected (first days of school, holiday portraits, birthdays) and the unexpected (the cultural moments families find themselves in). Creator families became Wonder Units, real families who live the curated life across TikTok, YouTube and Instagram, rather than one-off influencer posts.
Won.