The brands that have built lasting heritage equity all followed the same playbook: go back to the beginning, celebrate the community that was always there, and give them a story worth passing down. YETI has always done this through the gear built for generations and used by communities of all different shapes and passions, all rooted in the simple love for the outdoors. In honor of their 20th anniversary this project explores how YETI can celebrate its own heritage through the origin stories of their community in order to drive long term community retention and connection.

Ralph Lauren has already built authority in sport through iconic partnerships and world-building. This project explores how the brand can extend that strength by creating its own sport-driven activations and local experiences—turning moments that are typically seen into something lived. The result is a more immersive, direct-to-consumer model that deepens connection while staying rooted in Ralph Lauren’s heritage and purpose.

J.Crew: Reimagined is a mock social-first strategy rooted in the brand’s heritage and original purpose, reimagined for a modern audience. Built around performance-driven insights and a fresh creative direction, the strategy blends editorial storytelling with community-first content to drive both connection and conversion.

This project showcases my ability to develop a social strategy that honors a brand’s legacy while pushing it forward in a relevant, impactful way.

This Athleta mock social campaign explores what it means to be an athlete through every generation and season. Built as a creative graphics-focused concept, the campaign celebrates strength, identity, and movement through a modern, empowering visual lens. Designed to feel inclusive, expressive, and deeply rooted in Athleta’s mission.