evsie
BRANDING AND CAMPAIGN
As part of my role at maurices, I helped launch a new brand of girls clothing, which grew to 9 standalone stores and 320 shops within maurices locations.
My work included creative direction for logo design, tagline, brand guidelines, model casting, store decor, signing, product naming and campaign photography and video.
Based on insights from our target audience, we positioned the brand as the retailer that helps tween girls discover their own unique style in a playful and supportive way. Our branding aimed to celebrate the girls during a stage in life that can feel awkward by making them the hero in their style journey.
While maurices recently made the decision to sunset the brand, I am incredibly proud of the creative work we did with a very small team.
BACK TO SCHOOL CAMPAIGN
We encouraged girls to Rock the Runway and feel confident in their style as they got ready to go back to school.
We also brought the runway to life by giving stores paper runways to use for events and created mall marketing with a runway floor cling.
CATEGORY MESSAGING
While the girls were starting to have more independence in their style, we knew that parents, who made the purchasing decisions, cared about quality and price. Parents also wanted to buy clothes their girls would want to wear, which meant comfort and the ability to move were key.