Role: Digital Director
As Digital Director and digital creative lead for G.H. Bass, a classic American footwear brand known for their iconic Weejun loafers, the focus was on elevating the brand’s digital creative and marketing presence. The opportunity was in content and storytelling. The brand had a rich heritage and strong product story but hadn’t fully brought it to life digitally.
New editorial content was developed to complete the customer journey, while consistent guidelines were established across site, CRM, and paid advertising to ensure a cohesive brand experience across every touchpoint. Working with the newly redesigned ecommerce site as a foundation, the digital marketing creative and CRM program were developed to strengthen brand connection and bring the brand’s craftsmanship, heritage, and range of styles to life, driving increased sales year over year.
Outside of the digital scope, the product design team requested a logo system for their new active shoe line featuring innovative performance technology. The mark was built around three parts, representing the layered design and benefits of the shoes: absorb, stabilize, and propel.
CREATIVE DIRECTION • DIGITAL MARKETING & CRM • BRAND STRATEGY & MESSAGING • LOGO & IDENTITY DESIGN
Outside of the digital scope, the product design team requested a logo system for their new active shoe line featuring innovative performance technology. The mark was built around three parts, representing the layered design and benefits of the shoes: absorb, stabilize, and propel.
