Brooks Brothers appointed Zac Posen as the new Creative Director of its women’s label. To introduce this exciting partnership and relaunch of the women’s collection, the marketing and creative teams developed a comprehensive content strategy to generate buzz and drive engagement.

With a cross-channel approach, we focused on showcasing Zac Posen’s vision through a refreshed women’s landing page design and an interactive lookbook featuring full head-to-toe looks and exclusive quotes from Zac. Targeted emails to the women’s segment and social media content further amplified the announcement, building anticipation for the new, modernized collection.

I established a distinct design aesthetic for the women’s creative direction, introducing a refined set of fonts, colors, and visuals that seamlessly aligned with the larger Brooks Brothers brand. Additionally, I art-directed the still photoshoot for accessories, ensuring a cohesive visual identity. Collaborating with the fashion design team, I extracted graphics from prints to enhance site and email assets, incorporating animations for a whimsical touch.

These efforts culminated in a highly successful campaign, driving significant engagement, increasing demand, and making a strong impact on the women’s business.