Tory Burch
Some of my most formative career experiences are thanks to the incredible team at Tory Burch. Joining the brand during a period of explosive growth gave me the opportunity to build and mentor an ambitious and talented team of designers. Focusing on the digital creative strategy and execution for the brand site experience and marketing campaigns, we created an innovative, mobile-friendly website that elegantly married content and commerce.
Highlights include art directing editorial photo shoots to supplement seasonal campaign photography, creating original content for the brand's online publication, Tory Daily, and developing immersive experiential coverage of seasonal fashion shows.
Photo Art Direction
Created concepts and oversaw art direction for editorial photo shoots to supplement seasonal campaign photography. Oversaw composition, retouching and digital media strategy for all assets.
Spring/Summer 2016
Photography: Gentyl & Hyers
Creative Direction: Louisa Gent/Honor Brodie
Launch of Tory Burch Fitbit
Still Life Photography: Jeremy Travis Parker
Creative Direction: Louisa Gent/Honor Brodie
What's In Your Bag?
Photography: Ilan Rubin
Creative Direction: Louisa Gent/Honor Brodie
From the brand's inception, Tory made sure that the online shopping experience was best-in-class. We were one of the first major retail stores to shift focus to the mobile browsing journey, and developed a responsive website that catered to the customer regardless of entry point. Our team found innovative ways to infuse editorial content, styling advice and trend reports throughout the user journey.
The site was frequently recognized as a category leader by outlets including WWD, Forbes, L2 Index and The Business of Fashion.
ToryBurch.com
Our seasonal digital marketing highlighted new collections, trends, fashion shows and product launches. The team created a highly targeted seasonal marketing strategy, created a variety of scalable email templates, meticulously curated the product assortment and ensured mobile-friendly viewing.
Email Marketing
The editorial extension of the brand is a point of engagement that differentiates the brand from its competitors. Every season we developed original content including style tips, entertaining guides, cultural events and influencer profiles, interviews and in-depth coverage of seasonal fashion shows.
