THE CHALLENGE
Launch a brand that speaks authentically to Gen Z’s younger sister. The challenge was to build a brand identity and creative platform from scratch that felt fresh, aspirational, and age-appropriate, while still laddering up to the broader parent company’s portfolio.
MY ROLE
As VP Brand Creative, I led the full creative development of Sugar & Jade from naming and logo design through brand identity, campaign launch, and omnichannel rollout. I partnered closely with brand marketing and merchandising leadership to ensure the brand strategy aligned with business goals, and managed a multidisciplinary team of designers, writers, and digital specialists to bring the vision to life.
THE WORK
Brand Identity: Created a vibrant, playful logo and visual identity system that balances youthful energy with fashion-forward style.:
Voice & Messaging: Defined a brand voice that empowers tweens with confidence, self-expression, and fun.
Campaign Launch: Directed the debut campaign, spanning photography, digital, social, and e-commerce, designed to introduce Sugar & Jade as a lifestyle brand, not just a retailer.
Omnichannel Rollout: Oversaw creative for launch across site, social, email, influencer collaborations, and packaging, ensuring consistency and impact across touchpoints.
THE RESULTS
Successfully launched a new brand in the tween market, expanding the company’s customer base and diversifying its portfolio.
Campaign generated immediate buzz across social and digital, positioning Sugar & Jade as a fresh entrant in a highly competitive category.
KEY TAKEAWAY/ LEADERSHIP VALUE
This project demonstrates my ability to create and launch a new brand from scratch, aligning identity, storytelling, and campaign execution. It highlights my strength in leading cross-functional teams, balancing creativity with strategy, and delivering work that drives both brand recognition and business growth.
CREDITS:
Photographer: Amanda Pratt
Set & Props: Sets by Sara
Art Director: Janelle Allen
Stylist: Jeanine Tasso
HMU: Hakari
Production: SEQS
Set & Props: Sets by Sara
Art Director: Janelle Allen
Stylist: Jeanine Tasso
HMU: Hakari
Production: SEQS
