Role: Copywriter, Graphic Designer, Strategist, Photographer, Stylist, Creative Director,
Objective: Create a fictional rebrand for a brand that you feel could be refreshed.
Zulily is a retailer that offers thousands of new items every day at low prices. During my time with the company I was tasked with writing over 150 product descriptions each day while creating copy that’s as fresh and fun as Zulily’s constant rotation of products. This experience gave me a wealth of knowledge about clothing construction, fashion terminology, ADA compliance, and basic HTML coding. Daily challenges included working at a fast pace often with partial information. I was also given the opportunity to work with merchandisers to ensure that products had correct materials, measurements, sizing, and shipping details listed.
Overview: New York & Company is a retailer of women's workwear, targeting women age 30+.
Problem: New York & Company has been losing customers over the past few years due to their inability to appeal to their original target audience. Customers are finding their clothing feels too matronly. Also, their brand lacks consistency. There are two different logo iterations, one with the text New York & Company and the other with NY&C. And with their website URL being NewYorkandco.com, it is hard to know what to refer to them as.
Solution: Create a more recognizable brand identity that appeals to a younger audience of women who are just coming onto the work scene and are looking to begin building a professional wardrobe.
Photography: Skyline and landscape photography via Unsplash, models photographed by me
Manifesto
The manifesto is supposed to make readers feel empowered. It's not about the city, it's about the people in it that make it work and are a part of something bigger.
Lookbook
With large images and minimal text, the look book is more about architecturally-inspired style than coupons and sales.
Product Location System
Finding an outfit that fits a particular occasion or style can be hard. I wanted to try to make the shopping experience easier by designating a series of tags and signs to denote certain styles.
Guerrilla Campaign
A pop-up shop would appear on college campuses, selling clothing to students that are approaching graduation and are preparing their professional wardrobe. The exterior of the shop would be modeled to look like a subway train.
