Launching a new category by grounding in brand essence

Extending into cultural partnerships and buzzworthy moments

Stretching the brand into a darker, younger cultural space without losing what makes it recognizable

Teasing a dominant partnership without losing sight of the brand

Translating product launches into distinctive visual ideas that earn attention through the noise

Elevating the brand’s most visible touchpoints with in-house work that matched external production quality

Building and scaling an in-house photography team that defined the brand’s visual expression

At Bath & Body Works I inherited a small creative org running 2 channels and evolved them into a high functioning team producing 16x the output across 12.

The work required building the brand and the infrastructure behind it simultaneously: defining how the brand showed up across digital, retail, and marketing while building everything behind the scenes that made it possible.