The big creative idea behind every PINK floorset, from cultural trend to the story the whole brand built around, then protected all the way to the store.
Give every season one clear story the entire brand can build around.
Each floorset pulled in a ton of inputs, including cultural trends, consumer behavior, product priorities, marketing and merchant strategy. The ask was to turn all of it into one direction.
Start with what she's actually craving, then make the product, buy and message agree.
I set the narrative, visual direction and assortment logic, and synced with marketing and merchants so the buy strategy and messaging matched what our customer was actually craving. The job was equal parts instinct and rigor.
The cultural moment just before it reached the customer.
Trend forecasting and consumer insight decided where each season would sit, ahead of the market rather than chasing it.
One seasonal story per floorset.
Concepts like Make Your Break and the holiday Retro Cabin gave every team, from merchandising to photography, the same idea to rally behind.
After presenting each concept to the CEO and leadership, I stayed hands-on through execution, working daily with the creative and production teams on styling, product hierarchy, copy tone, photography direction and the overall environmental feel.
I protected the strategy all the way to the finish line, so the floorset that hit stores looked and felt exactly like the vision that got approved.
Four seasonal floorsets a year, for nearly six years.
Creative direction, strategy and new business. Tell me what you're working on, or ask for my résumé.