Lead Designer - Creative Direction - Marketing Consultant

I was scouted and brought on to elevate, evolve and establish a new brand direction through the establishment of a solid core identity, vision and brand presence. Utilizing my expertise in the field and thoroughly understanding of the market in addition to forecasting trends. I was to create collections to drop twice a month inspired by the grounding concept; developing on average a 6-8 piece group. 

I began with what I felt was missing focusing on transitional pieces to gently introduce the client base to the new direction whilst sticking to the core brand essence. The goal was to design pieces that were essentials, must haves and timeless pieces for the everyday woman but I wanted to focus on creating "original" pieces, not in existence yet.

photographs courtesy of finley

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