J.Crew

Project: “The New Crew” Global Rebrand

Role: Creative Strategist

Archived: J.Crew Men’s, Barbour, Good Morning America, Oilers Car & Motorcycle Club, Oxford Pennant, & Urban Stems

Challenge

My role was to humanize The New Crew rebrand through an authentic creator partnership strategy that resonated globally. This required crafting a narrative that empowered customers as style experts, adding authenticity across digital and retail experiences.

Solution

Collaborating with cross-functional teams, I led the creator partnership strategy, ensuring seamless alignment with J.Crew's vision. With over 50 partnerships between Women and Men accounts, we unified global storytelling and streamlined workflows to support the brand transformation.