I was the lead designer on a Gen-Z–focused, multi-brand campaign at Tailored Brands, developing the campaign design and concept with guidance from the creative director. The campaign drove $2.4M in incremental revenue (+213%), with rental up 549% YOY and retail up 140% YOY.
Unlike past campaigns built around single events like prom or homecoming, this was designed as a year-round campaign tied to Gen Z milestones.
The rollout happened in three phases.
Phase 1: refreshed messaging after prom season using the existing image library, updating imagery as needed to support the new direction.
Phase 2: introduced a new layout and visual system ahead of the photo shoot, including homepage and landing pages for Men's Wearhouse and landing pages for Jos. A. Bank, plus emails and print assets.
Phase 3: featured new photography using the new layout from phase 2 and email executions. Select email designs are shown in the Prom 2025 Campaign.
Phase 1: refreshed messaging after prom season using the existing image library, updating imagery as needed to support the new direction.
Phase 2: introduced a new layout and visual system ahead of the photo shoot, including homepage and landing pages for Men's Wearhouse and landing pages for Jos. A. Bank, plus emails and print assets.
Phase 3: featured new photography using the new layout from phase 2 and email executions. Select email designs are shown in the Prom 2025 Campaign.
Imagery focused on movement and attitude, organized around moments like casual wear, parties, graduation, young professionals, and game day to keep the campaign feeling energetic and relevant to Gen Z.
Phase 1 for Jos. A. Bank landing page
Phase 1 for Men's Wearhouse landing page
Phase 2 for Men's Wearhouse landing page
