Creative Director | Brand Voice Architect | Multichannel Content Creator
Creative Director | Brand Voice Architect | Multichannel Content Creator
In-Store & On-Product Creative Elements From A&F, Abercrombie Kids & Hollister.
“Casual Luxury” not only helped solidify the A&F brand as the destination for high quality “everyday” clothing, but also elevated store and product experiences. Responsible for concept, content and copy.
An example of the 5th Avenue Flagship Store signage using storytelling to draw attention to a highly elevated jeans collection. Letterpress on genuine leather.
Another example of the unique 5th Avenue Flagship Store signage. Screen printing on distressed fabric.
Cargo shorts collection hang tags. Printed on stained Tyvek to create a rugged, aged appearance.
Abercrombie kids “Survival Guide” hang tag books. A playful way to tie in product with storytelling (albeit a bit mischievous and full of kid-centric fun).
A&F collegiate-inspired hang tags. We wanted to make them feel personal which is why the inside language is handwritten (I have since spent time working on my penmanship…hahaha).
Needless to say, these were all printed this way. I wasn’t about to handwrite over 100K hang tags.
More collegiate-inspired hang tags. These incorporated actual embroidered crests. The backs of them each had unique “cheeky” comments that were in line with the A&F personality I was helping create in the early 2000s.
Okay…one last “cheeky” hang tag for old times sake.
With Hollister, we always took inspiration from the southern Cali beach culture – like these beach permit hang tags. When I was creating Hollister’s product naming conventions, every name incorporated a SoCal surf beach or town.
From 2002 -2006, I wrote the majority of all the playful (and sometimes controversial) A&F men’s graphic t-shirts. Fun fact – the “State” t-shirts I wrote had the highest sales in their respective states.