TCS Shelving Sale

Problem: The catalog needed to be reimagined and given a new look to boost sales. Action: Began the process of creating mood boards to generate ideas. I then worked on multiple design styles to review with a leadership team that employed family members. Features were created to tell a story and described to the customer how the product was made, about the artisans who handmade certain pieces, and highlighted a customer and told her story. Required to show a vast number of SKU's in each book without it looking crowded. A product tracker was developed, and each SKU was accounted for in all catalogs going forward. Results: The sales were 120% over projection. So much so, there were not enough products ordered to fulfill the customers desires. Magazine ads, website revamp, email campaigns, and social media were all growing because of the new look and life breathed into the campaign.

Problem: The Achieve collection launched with limited initial direction and shifting priorities between teams, making it challenging to align creative with the broader vision. Action: I focused on the fabric’s comfort and stretch, crafting messaging that leaned into a relaxed, loungewear-inspired tone. I directed photography to highlight movement and flexibility, ensuring visuals captured the fabric’s performance and ease. Once I learned that the merchants envisioned loungewear as the driving theme, I refined campaign headlines across digital and in-store signage to fully support that direction and unify the customer experience. Result: The campaign successfully balanced performance and comfort, delivering a cohesive message across all touchpoints. Achieve became the most successful Cherokee collection launch to date, with the line selling out in its first run. The flexibility and speed of execution helped drive strong internal alignment and contributed to the collection’s outstanding market response.

Problem: The Cherokee brand’s visual identity lacked cohesion, with multiple competing logos and inconsistent design elements that created confusion for customers and diluted brand impact. The overall user experience—particularly across digital platforms—needed refinement to clearly communicate the brand and its collections. Action: I led a strategic redesign of the Cherokee brand, focusing on simplification and clarity. I streamlined the use of logos to create a unified visual identity, ensuring consistency across all touchpoints. I restructured the brand architecture to clarify the “house of collections” within Cherokee, making it easier for customers to navigate and understand product lines. Additionally, I helped evolve the website experience by refining PDP imagery and copy to be more targeted, visually cohesive, and aligned with the brand’s tone and values. Result: The redesigned branding significantly improved the clarity and professionalism of the Cherokee brand. Customers experienced a more intuitive and engaging user journey, and internal teams benefited from a clearer framework for executing campaigns. The updated brand direction laid a stronger foundation for future storytelling and digital marketing initiatives.

Problem: Charged with building bridal registry campaign for The Container Store. The old messaging was not getting people to start a registry or fulfill gifts for the registrant. Action: I worked with the merchants to get a list of product that would be in stock for a least a year. Took that product mix and created bridal showers around our top four departments. I took everyday items and worked with the stylists to create party favors, DIY instructions went along with each idea and expanded the "Tips" section of the website. For each party products were used to create the theme and through the writing in the catalog and website were encouraged to be left for the bride after the party. Results: New Bridal Registries were created, and old registries were added to and 80% of the items on the list were purchased. A new revenue stream was created by showing our customer creative ways to use our product and sales of the SKU's shown in the catalog were up 25% to LY.