OVERVIEW
Urban Outfitters is an expressive fashion and lifestyle company with over 600 stores world wide for the 18-30 year old consumer.
CHALLENGE
Urban Outfitters hired me to evolve their brand photography to reach a more trend-forward, sophisticated consumer group. In my role I led a team of designers, producers, and photographers worldwide to create twelve plus catalogs a year along with creative for site, in-store, and other digital channels.
OUTCOME
Strengthened brand awareness in a broader consumer category by evolving the brand expression. Drove revenue. Collaborated closely with the style team to curate product and trend stories which resulted in a more articulated product and brand vision across site, direct mail and the in-store customer experience.
TEAM
Creative Director: Kevin Lyons
Art Director: Christina Clugston
Stylist: Joanna Ewing
Photographers: Bird, Borthwick, Nocito,
Phillips, and Tolton