Banana Republic

As Global Head of Creative at Banana Republic, I oversaw a complete revamp of the brand’s brand creative strategy and positioning. Tapping into the brand’s explorer roots, the overhaul included brand strategy, messaging and visual identity, with a shift in brand imagery, typography, branding, digital design, and social media approach.

The new brand positioning drove multiple years of growth with 8% YOY comparative sales growth in the first year alone, and laid the foundation for expansion into new categories with subsequent sub-brand launches in activewear and homewares.

Director: Sebastian Kim

Director: Carter Smith

The new brand platform invited customers to EXPLORE MORE and drew upon the brands roots in adventure, upcycling and sustainability, and freedom. Casting was updated to reflect the current, more diverse consumer target and cultural climate, and production was shifted out of sterile studio spaces into environments with rich storytelling.

Photographer: Guy Aroch

Digital

The COVID19 pandemic required that the brand shift from a brick and mortar mindset to a digital-first operational model. I led the team in rethinking the customer experience online, with a total redesign of the digital storefront, direct to consumer messaging, and approach to social media.

Photographer: Williams/Hirakawa

Photographer: Sebastian Kim

The strategy on social media was shifted away from low engagement product images to a more editorial approach in owned channels, with more lifestyle-relevant content in-feed, and by actively courting UGC through digital-first initiatives such as the brand’s first-ever AR face filter and social-first launches like the BR x Prep Curry collaboration and the launch of the inclusive intimates line True Hues.

BR x Prep Curry

Photographer: Alex Freund

True Hues

The launch of the inclusive essentials line True Hues underscored the brand’s commitment to diversity. The campaign was comprised of a cast of advocates and activists to tell their story in their own voice. The campaign featured the brand’s first transgender model, the first differently-abled model, one of the fire starters of the #metoo movement, and advocates for inclusion, neurodiversity, and women’s rights.

Photographer: Dana Scruggs
Director: Joshua Steen