BRAND & CONTENT
It takes a village to build a compelling brand story. Here are some favorites I've been lucky enough to take part in as Editorial Lead.
EXPECT THE UNEXPECTED
Omnichannel Brand Campaign
The Blue Apron Creative Team was tasked with coming up with a campaign concept that showcased how the meal kit differed from its competitors.
Inspired by the company's +1 philosophy, which was the culinary team's pursuit of making each recipe unique, the team concepted "Expect the Unexpected" a series of TV spots that showcased Blue Apron's quality, wellness, and culinary expertise.
Clips available upon request.
FIT TO THRIVE
Dia&Co Activewear Launch
As Dia&Co set to launch its activewear line, the brand had an opportunity to reshape the narrative around why plus-size women work out. Historically, when plus-size women are shown wearing activewear in ads, it's in the context of them trying to lose weight—or as a faceless 'before' photo.
The launch campaign, Fit to Thrive, unveiled the world's largest plus-size women's activewear collection by showcasing plus-size women challenging these stereotypes.
Dia&Co Event Sponsorship
As title sponsor of theCURVYcon, the largest plus-size event at NYFW, Dia&Co supported numerous activations and programs during the three-day event.
Projects ranged from putting pop-up shops, expert panels, social contests, live video coverage, and attendee giveaways.
To celebrate Superbowl LV, Blue Apron teamed up with Stella Artois to create the perfect gameday menu through their Stella Bites program.
The omnichannel partnership included concepting and designing a brand partnership experience, creating a Gameday Guide, sharing beer and menu pairing tips, and hosting giveaways on both brand accounts.
Clips available upon request.
WE ARE ALL ICONS
Dia&Co Denim Campaign
To celebrate the launch of Dia&Co's Spring 2019 denim campaign, the team looked to iconic denim moments in pop culture for inspiration.
From Diana Ross to Brooke Shields, the multi-platform campaign recreated some of fashion's most unforgettable moments—recast with plus-size women.
P.S., THE DIA&CO BLOG
Lifestyle Publication Merging Content & Commerce
The goal? Create a content site showcasing Dia&Co's thought leadership in the plus-size fashion and lifestyle space. The result was a platform that dove deep into all the issues prevalent to women sizes 14-32, including educational style guides and articles dissecting weight bias, sizeism in media, and more.
CHLOE + ISABEL ACADEMY
A First-of-its-Kind Training Platform
How do you thoroughly train 5,000 salespeople distributed across every state in the United States? You build an online platform that can be accessed 24/7 and walks them through product education, marketing, merchandising, and sales lessons.
Featuring multimedia curriculum, the c+i Academy taught associates about new product, how to merchandise a boutique, how to clientele, and more.
Examples available upon request
A Trendsetting Lifestyle Brand Site
As an early e-commerce pioneer, ModCloth built its brand on trendsetting styles and a whimsical voice. In an effort to extend its brand story, the ModCloth blog focused on telling the story of the ModCloth's girl's every day—from style guides showing off the latest collection to makeup and DIY tutorials.
My favorite franchise, Best Job Ever, featured artists, entrepreneurs, a Mythbuster, and even a sea otter aquarist.
MOVE FASHION FORWARD
Dia&Co Fall Fashion Campaign
During New York Fashion Week 2017, Dia&Co took out a full-page ad in the New York Times, challenging designers to #MoveFashionForward by making their clothes accessible to plus-size women.
Committed to this mission since its inception, the team revitalized the campaign in 2019 to salute standout women who've fought for size inclusivity across fashion, media, and accessibility long before body positivity was in vogue.