Athleta
When I joined Athleta as Art Director, the brand had one test store in Mill Valley, CA. By the time I left, it had grown to over 250 locations. I built and led the in-store creative team, overseeing all retail marketing—including hangtags, seasonal and evergreen packaging, window displays, in-store photography, and marketing. I also partnered closely with store design, real estate, and store managers to plan and execute new store openings.
My team concepted, designed, and resourced every Athleta window across the national retail fleet—adapting each campaign to fit a wide variety of store footprints while maintaining visual consistency and customer visibility. These windows were more than decoration—they told meaningful brand stories each season.
For the Power of the Collective campaign, we spotlighted Athleta’s design team through original photography and interviews, celebrating the people and purpose behind each product. This storytelling approach deepened customer connection and brought authenticity to the retail experience.
Core and Holiday Packaging
Share Your Light Holiday Campaign
Share Your Light Holiday Campaign In-Store
Fuel the Joy Campaign Windows
