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The origins of the word clementine speak to mercy, compassion & kindness…qualities that never fail to calm & refresh.
MY WORK
REBRANDING
REBRANDING MONROE+MAIN: THE MOOD BOARD
I was brought onto the monroe+main brand to help with its rebrand from an older misses/plus customer to a Gen X plus-size customer. My greatest contribution to that involved brainstorming, influencing, and writing. Here is the “Mood Board” that I worked on with two art directors to help the business understand where creative was going with rebranding efforts. We presented it to the business team, and they loved it.
RECENTERING ASHRO ON THE PILLARS OF WEARING OCCASION: THE EVENT GUIDE
The Ashro customer has a rigorous community-centered, faith-based social life that she dresses for, so the Ashro business decided to model its merchandising and metrics around our customer's wearing occasions. I was asked to come up with a document that spelled out and named those occasions, explained who our customer is, defined key terms, and helped merchandisers to attribute product styles under the right occasions. I worked with many cross-functional partners to create this enduring brand document. It is still used to help the Ashro team understand our customer, what she dresses for—and why.
