Goal: Bring to market a modern women’s workwear brand that fits real bodies with a fashion-forward perspective.

Objective: Craft the brand’s DNA, competitive edge and product strategy - positioning the line for both functional and editorial appeal through fresh design and elevated creative.

Deliverables: Defined women’s brand persona and aesthetic, creating evergreen Brand and Product Bibles. Designed and developed technical product from concept to production. Led launch campaign and directed web and eComm creative.