Project: Vera Bradley Brand Modernization & Digital Refresh
Role: Art Director / Senior Graphic Designer
The Challenge: To revitalize a legacy American heritage brand, evolving its visual identity to attract a younger, digitally-native audience without alienating its dedicated core customer base.
The Solution: I led the art direction for seasonal digital and print campaigns that emphasized a "modern lifestyle" aesthetic. By integrating higher-end editorial photography and a cleaner typographic system, we successfully transitioned the brand’s perception from a niche pattern-house to a versatile, trend-forward lifestyle leader.

• Seasonal Campaigns: Directed the visual narrative for high-impact seasonal launches, ensuring a cohesive story across web, social, and 200+ retail locations.

• Digital Ecosystem: Oversaw the design of high-converting e-commerce assets, email marketing systems, and paid social content that drove measurable engagement.

• Talent Collaboration: Partnered with photographers and stylists to evolve the brand’s "Visual DNA," shifting toward more dynamic, story-driven lifestyle imagery.