Banana Republic

As Global Head of Creative at Banana Republic, I developed a creative and brand positioning framework, I tapped into the brand’s explorer roots and developed the brand platform EXPLORE MORE to position the brand as a luxury lifestyle brand. This was accompanied by an overhaul of the visual style, with a pivot away from the manicured look and feel the brand had had since the early 2000s, toward a more contemporary, eclectic, and authentic look and feel. The rebrand launched with the Summer 2021 campaign and led to a broader repositioning to set up the brand for subsequent expansion into new categories.