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 and Copywriter in establishing the campaign's visual direction. I started by researching trends and gathered visual references to better understand what would resonate with this targeted audience. One of the goals was to make the photography feel more energetic and authentic, so I put together swipe imagery to help guide the photoshoot direction.
I then designed the hero landing page, which became the visual foundation for the campaign. From there, a few design team members and I extended it across email, web, retail signage, flyers, brochures, and other marketing materials.
The campaign ultimately generated $2.4 million in incremental revenue, a 213% increase. It was a rewarding project because it allowed me to serve as the lead designer across a large-scale, multi-channel campaign and see the creative contribute to measurable business results.
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
