Role: Creative Director
As Creative Director, the focus was on repositioning Caché as the destination for dress and occasion shopping. Working closely with the CEO, CMO, and Merchandising teams, the goal was to modernize the brand and elevate its overall image — while executing across every channel, every month.
The opportunity was clear — no brand in the mid-market space owned occasion dressing across the full spectrum, from a night out to black tie. The creative strategy focused on elevating the brand’s image to match that ambition and shift the customer from a promotional mindset to a full-price, fashion-forward experience.
The work centered on a comprehensive company rebrand — new logo, brand identity, photography direction, and voice — alongside a full ecommerce redesign to streamline the user journey and expand editorial content. From there, the team executed monthly campaigns across advertising, email, digital, brand editorial, packaging, video, social media, and events, maintaining a consistent and compelling visual standard across all 245 stores and online.
Brand equity was built through strategic partnerships with Vera Wang, Badgley Mischka, Godiva, and Cosmopolitan Magazine. The loyalty program was also rebranded, driving new customer acquisition and sales.
The rebrand and updated creative across site, in-store, and brand editorial drove improved sales across both physical and online channels.
CREATIVE DIRECTION • BRANDING • INTEGRATED CAMPAIGNS • DIGITAL & ECOMMERCE • BRAND EDITORIAL & CONTENT • PHOTO DIRECTION • PACKAGING • IN-STORE MARKETING
