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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.

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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. 

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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

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Sweatsuits

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R&R Collection

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Puffers & Sherpas

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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.

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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

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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

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Emails

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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

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Landing Page

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Email

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A rewards program that gave customers points for purchasing, sharing on social media, and more.

 

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Designed Assets:

Style guide with look & feel

Logo & iconography

Landing page

Marketing emails

The Collective

Brand Loyalty Program

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Emails

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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

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Email

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Insert Card

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Flat Lay Photos

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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

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 Landing Page Wireframe

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IG Stories

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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

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Emails

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IG Stories

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FLOAT

New Collection

A new collection of activewear, featuring soft lightweight styles.

 

Designed Assets:

Art direction

Landing page

Marketing emails

Social media posts & stories

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Emails

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IG Stories

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Teaser Landing Page

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"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

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Photoshoot Moodboard

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Landing Page

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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

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Landing Page

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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

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Landing Page

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Email

Social

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Post 1

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Post 2

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Post 3

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Stories

Swimwear

Collection Plan

A launch plan for the brand’s new swimwear line.

 

Designed assets:

Art direction

Landing page

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Photo credit: whowhatwear

 

Video credit: TEAM

Photoshoot Moodboard

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Landing Page Wireframe

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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

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Landing Page Wireframe

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Muse Landing Page Wireframe

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Email