Identifying the Gap
The assortment was broad but inconsistent. There were overlapping themes, uneven color stories, and missed opportunities. I audited the full SKU landscape and partnered with US, UK, and Japan teams to identify where we were overbuilt, underdeveloped, and misaligned. The shift was reactive, historical-type prints to a strategic system.
Building the System
I developed a structured collection framework across Essentials and Boutique. Each collection was defined by a clear theme, color story, and balance across girls, boys, and neutral. 6 collections. 4 prints each. Designed to work individually and as a cohesive whole.
Creative Direction, Execution & Refinement
I sourced and partnered with an external designer (shout out to Abby Lichtman!), then led the creative direction end-to-end. From early AI explorations to final artwork, I shaped each print – refining composition, scale, and tone to ensure consistency across the full assortment.
I stayed close through production to ensure the final product matched the vision. Reviewing strike-offs, adjusting Pantones, and color-correcting files – refining until the prints translated with the right depth, softness, and clarity.
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Designing for Real Moments
I identified an opportunity to design into behavior — not just aesthetics. Moms often document monthly milestones using blankets as a backdrop. I introduced placement prints specifically designed for these moments, creating built-in, shareable content. → A product that naturally extends into social — and keeps the brand present in everyday moments.
Redefining Product Photography
I reworked how the product was shot to better capture what makes it special. Washed fabrics. Softer styling. Closer framing. A focus on texture, drape, and detail. Credits: Monica Stevenson Photography
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Scaling with AI
I introduced AI-generated lifestyle imagery to replace traditional shoots. This unlocked speed, flexibility, and region-specific storytelling allowing us to create content we previously couldn’t.
Impact
A more cohesive assortment. Stronger global alignment. Elevated product storytelling. And a shift from designing prints to building a system for how the brand shows up.