AthletaGirl
Launching Athleta Girl in 2016 felt like building a start-up within a brand. I helped concept stand-alone stores and integrate the line into existing Athleta locations. I led design for all marketing needs—hangtags, gift packaging, shopping bags, and window displays—creating a cohesive, fresh brand experience from the ground up.
Branding & Packaging
Designing bags for Athleta Girl was one of my favorite projects. I created seasonal backpack-style shopping bags that girls loved—and reused for years. These functional, fashion-forward designs became walking advertisements for the brand, with patterns that rotated seasonally to keep the look fresh and exciting.
One of my proudest contributions was incorporating hair ties into every Athleta Girl hangtag—each featuring a unique empowering slogan and color. The idea resonated with our audience; girls came in just to collect them. I'm grateful leadership embraced the concept, and I worked closely with suppliers to bring it to life.
Fillmore Street Store Design, San Francisco
