THE CHALLENGE
Expanding on the relationship that Gymboree had established with Mandy Moore and her love for the brand, Gymboree wanted to collaborate on a limited edition capsule collection.
MY ROLE
As VP Brand Creative, I led the branding, creative direction, and launch for Gymboree’s first-ever celebrity-designed capsule collection. My role spanned collaboration with talent, shaping the creative narrative, and ensuring the campaign was executed across all touchpoints.
THE WORK
Collection Design: Featured 40+ coordinated options for kids and families, giving customers variety and versatility while showcasing Mandy’s personal style.
Visual Identity & Storytelling: Crafted a campaign that spotlighted Mandy’s authentic voice as a mother, making the collection feel personal, aspirational, and relatable.
Omnichannel Launch: Rolled out across digital, social, PR, retail, and app channels with hero campaign assets, behind-the-scenes content, and influencer support to maximize reach.
THE RESULTS
Drove 81% growth in new customers, significantly expanding Gymboree’s reach.
Achieved 90% sell-through of the collection, making it one of Gymboree’s most successful launches.
Garnered widespread media coverage and influencer engagement, positioning Gymboree as culturally relevant and trend-conscious.
KEY TAKEAWAY / LEADERSHIP VALUE
This campaign demonstrates my ability to strategically partner with celebrity talent to co-create product-driven brand moments that deliver both cultural impact and strong business results. It reflects my strength in brand reinvention through collaboration, turning a capsule collection into a growth engine and PR success story.
