Joe Fresh marked my transition into fashion retail and a broader creative leadership role. Over four years, I advanced from Visual Graphics Coordinator to Creative Services Manager and Director, helping guide an identity refresh and build a more cohesive visual language across marketing, retail and digital channels.
Campaigns & Image Making
Working closely with brand leadership, photographers, retouchers, agencies and talent including Karlie Kloss and Miranda Kerr, I helped shape 12 quarterly campaigns. Seasonal photography extended through print, out-of-home, digital and promotional creative—translating each collection into a distinct campaign while maintaining a recognizable brand presence.
Retail at Scale
The work scaled across more than 350 Loblaw stores, 15 international locations and wider distribution through Shoppers Drug Mart and Nordstrom Rack. Signage, windows, wayfinding, packaging and promotional materials created a connected customer journey while responding to different store formats, markets and seasonal demands.
Digital & Social Brand Experience
Beyond the store, the brand extended across e-commerce, social content, events, launches, packaging and gifting. Coordinating these touchpoints as one connected system helped campaign ideas feel consistent wherever customers encountered them, while giving internal teams and partners practical assets for fast-moving seasonal rollouts.
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