Girlfriend Collective
Sustainable Activewear
Art Direction / Design
Girlfriend Collective, a sustainable DTC activewear brand, rose to popularity in 2011 when it gave away free pairs of leggings. Serving as Creative Lead from 2019 to 2020, I defined the visual identity of the brand, art directed photoshoots, and led the creative conception for the company’s new products and categories.
Art Direction
Photoshoots
Essentials
Core Collection
Made from recycled water bottles and produced in ethical factories, “The Essentials Collection” was the cornerstone collection of the brand. As the collection was offered year-round, I led the creative refreshes, executing art direction, casting, and concept for both lifestyle and e-commerce shoots.
Limited Edition Colors
Seasonal Collection
The brand released limited edition color collections four times a year. These shoots were meant to tell seasonal stories and build a world around each unique color palette. I developed the creative concepts, art directed the shoots, and played a pivotal role in the casting and styling.
New Products
Basics & Loungewear
In 2020, the brand expanded beyond activewear into two new verticals: basics and loungewear. Along with art directing shoots and creating collection style guides, I helped execute the creative plan as it pertained to the overarching GTM strategy.
Socks & Underwear
Sweatsuits
R&R Collection
Puffers & Sherpas
Design
Projects
During my time at the company, I art directed and designed campaign-focused projects, creating all marketing assets including web design, emails, and social media posts.
Overview:
The Microfiber Filter
Wash Responsibly
A washing machine hook-up that keeps microfibers out of water streams.
Designed assets:
Landing page
Instruction manual
Instagram posts & stories
A product designed to benefit the Breast Cancer Research Foundation.
Designed Assets:
T-shirt & pouch design
Flat lay photoshoot
Marketing emails
Breast Cancer Awareness
Limited Edition Product
Emails
ReGirlfriend
Brand Recycling Initiative
A garment takeback program that turns old Girlfriend clothes into new Girlfriend clothes.
Designed Assets:
Style guide with look & feel
Logo & iconography
Landing page
Marketing emails
Landing Page
A rewards program that gave customers points for purchasing, sharing on social media, and more.
Designed Assets:
Style guide with look & feel
Logo & iconography
Landing page
Marketing emails
The Collective
Brand Loyalty Program
Emails
A filtering bag intended to capture microfibers that shed from your clothes when you wash them.
Designed Assets:
Style guide with look & feel
Bag graphics
Insert card
Flat lay photography
Marketing emails
The Washbag
New Product
Insert Card
Flat Lay Photos
Recyclable Socks
New Product
Socks made from recycled material and recyclable when you’re through.
Designed Assets:
Style guide with look & feel
Packaging design
Photography art direction
Landing page
Marketing emails
Social media posts & stories
Landing Page Wireframe
IG Stories
Woven Ripstop Collection
New Product
A collection of ripstop windbreakers and shorts.
Designed Assets:
Style guide with look & feel
Packaging design
Photography art direction
Landing page
Marketing emails
Social media posts & stories
Emails
IG Stories
FLOAT
New Collection
A new collection of activewear, featuring soft lightweight styles.
Designed Assets:
Art direction
Landing page
Marketing emails
Social media posts & stories
Emails
IG Stories
Teaser Landing Page
"Art World"
Limited Collection
Fall 2020 limited collection, featuring new four seasonal colors.
Designed Assets:
Art direction
Landing page
Marketing emails
Social media posts & stories
Photoshoot Moodboard
Landing Page
R&R Collection
New Collection
A collection of loungewear, featuring a soft new recycled and recyclable material.
Designed Assets:
Art direction
Landing page
Marketing emails
Social media posts & stories
Sweatsuits
New Collection
A collection of sweats, featuring new styles made with recycled and organic cotton.
Designed assets:
Art direction
Landing page
Marketing emails
Social media posts and stories
Swimwear
Collection Plan
A launch plan for the brand’s new swimwear line.
Designed assets:
Art direction
Landing page
Photo credit: whowhatwear
Video credit: TEAM
Photoshoot Moodboard
Landing Page Wireframe
We made it, You Make It
Holiday Campaign
A community-centric holiday campaign, highlighting the brand’s past models.
Designed assets:
Art direction
Landing page
Marketing emails
Social media posts and stories
