Product Storytelling & Retail Visual Systems
Athleta | Multi-Door Retail Portfolio (200+ Stores)
Directed seasonal product storytelling across 200+ retail locations, translating performance apparel strategy into scalable visual and educational systems adopted company-wide.
Developed comprehensive toolkits for 4 major seasonal launches and 5 transition rollouts, ensuring cohesive brand storytelling even during sell-through and inventory shifts.
Partnered with merchandising and store leadership to create modular visual frameworks that maintained narrative continuity across fluctuating product assortments.
Led seasonal color hierarchy and product positioning strategy, integrating typography, layout, and visual standards to elevate in-store clarity and improve associate engagement.
Designed implementation-ready presentation materials and deployment guides, enabling store teams to execute creative intent consistently across diverse retail footprints.
Storytelling for Summer Launch
Athleta | Seasonal Print & Product Direction
Translated conceptual inspiration into actionable product direction across swim and performance categories, building cohesive print and color stories adopted across multiple SKUs.
Developed cohesive print stories across run, swim and performance categories, building scalable color and pattern systems adopted across multiple SKUs. Presented print direction and assortment rationale within cross-functional product reviews, partnering with merchandising, technical design, and leadership to align creative vision with launch timelines.
Balanced aesthetic exploration with commercial viability, ensuring print execution supported brand narrative, fit integrity, and retail launch cadence.
