OVERVIEW
Title Nine is a women owned apparel and gear brand in the outdoor adventure space for women.

Art direct seasonal campaigns across e-commerce and print channels. Lead product and lifestyle photo shoots, crafting authentic brand stories that boost customer engagement and amplify the women-owned brand story for monthly print materials and omni-channel campaigns.

OVERVIEW
Urban Outfitters is an expressive fashion and lifestyle company with over 600 stores world wide for the 18-30 year old consumer.

CHALLENGE
Urban Outfitters hired me to evolve their brand photography to reach a more trend-forward, sophisticated consumer group. In my role I led a team of designers, producers, and photographers worldwide to create twelve plus catalogs a year along with creative for site, in-store, and other digital channels.

OUTCOME
Strengthened brand awareness in a broader consumer category by evolving the brand expression. Drove revenue. Collaborated closely with the style team to curate product and trend stories which resulted in a more articulated product and brand vision across site, direct mail and the in-store customer experience.

TEAM
Creative Director: Kevin Lyons
Art Director: Christina Clugston
Stylist: Joanna Ewing
Photographers: Bird, Borthwick, Nocito,
Phillips, and Tolton

OVERVIEW
Shutterfly Corporate wanted to create an umbrella brand for all its companies with the goal to curate a cohesive brand experience, inspire its employees, and recruit top talent in the competitive Bay Area market. My team worked to build out this new brand which included a style guide, website, environmental graphics, and a welcome kit to initiate new employees into our company culture. shutterflyinc.com

TEAM
Creative Director: Vasco Morelli
Art Director: Christina Clugston
Photography: Gabriel Teague

OVERVIEW
Shutterfly is the category leader in photo-to-product creation. They help customers bring their photos and memories to life with cards, home decor, and other photo gifts.

In my work as Senior Art Director I led the team in developing our evergreen and seasonal campaigns, oversaw channel examples, and reviewed all marketing-creative for consistency. I collaborated closely with the photo team to evolve the brand photographic expression. shutterfly.com


BACK-TO-SCHOOL CAMPAIGN
My team was tasked with developing an impactful and inclusive brand awareness campaign to elevate our voice in the back-to-school space with new activations such as radio and TV.

APPROACH
This was an exciting hands on, fast moving project! We held daily sprints and developed four very distinct approaches to speak to different customer needs and product strengths.

The chosen campaign celebrated the unique quality and individuality of kids.

Once we landed on a concept I oversaw the development of a consistent visual system and collaborated with photo on styling multiple sets, creating props, and acquiring talent to meet our diversity needs.

OUTCOME
We drove a lift in traffic, strengthened brand awareness, and addressed the need for more diversity and inclusion in our photography.

INSIGHTS
This was not my team's favorite concept because it felt the least unique in the back-to-school space. What made it impactful and fun to work on was the sum of the parts: hand-drawn graphics, the sets, the kid's attitudes, and how well it translated into a usable system.

TEAM
Creative Director: Nicole O’Shea
Senior Art Director: Christina Clugston
Copywriter: Alex Peterson
Designers: Katelyn McDonough

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HOLIDAY CAMPAIGN
Our holiday campaign celebrated the value of personalization and encouraged customers to make their own unique gifts for everyone on their list. My team drove almost 40 percent growth in revenue with our direct mail holiday campaign.

TEAM
Creative Director: Nicole O’Shea
Senior Art Director: Christina Clugston
Copywriter: Alex Peterson
Designers: Nikki Decker, Terri Driscoll, Soni Obinger
Jr. Designer: Katelyn McDonough

Groovebook is an app that creates a subscription-based photo book. To grow their business, they knew they needed their brand to feel relevant to a younger audience. This required a new brand identity and a refreshed brand voice. I was in charge of art directing all aspects of the rebrand, including logo design, photo direction, product innovation and style guide creation. groovebook.com