I was the lead designer on a Gen Z-focused, multi-brand campaign at Tailored Brands. Unlike previous campaigns that centered around a single event like prom or homecoming, this was designed as a year-round campaign tied to Gen Z milestones such as game days, job interviews, and bar mitzvahs.
I worked closely with the Creative Director in establishing the campaign's visual direction. I started by researching visual references and trends that felt more youthful and fashion-forward, and created swipe imagery to help guide the photoshoot direction. We wanted the photography to feel energetic and authentic, with more movement and personality than previous campaigns.
I then designed the hero landing page, which became the visual foundation for the campaign. Because the campaign needed to launch quickly following prom season, we initially used existing photography while introducing the new messaging and creative direction. This allowed us to establish the campaign and begin rolling it out while the photoshoot was still in progress.
From there, I developed the design system and expanded it across landing pages, email, retail signage, flyers, brochures, and other marketing materials.
Initial Jos. A. Bank landing page introducing the new Gen Z campaign messaging and visual direction
using existing photography to support a quick launch.
Initial Men's Wearhouse landing page introducing the new Gen Z campaign messaging and visual direction
using existing photography to support a quick launch.
Refined Men's Wearhouse landing page featuring an updated layout system designed to scale across
campaign touchpoints while photography development was underway.
campaign touchpoints while photography development was underway.
Men's Wearhouse school flyer
Double-sided brochure
