selected works
holiday inposts
objective: to gain brand recognition with Macy’s to increase visibility in high-traffic fragrance departments to secure ongoing positioning for future years.
role: generated technical drawings based on brand and retailer guidelines; analyzed, negotiated quotes with vendors while considering sustainable materials while managing the install and project deliverables.
outcome: gained positioning for 3 months during Macy’s holiday season. Attained efficiencies through problem solving related to packing and shipping to hundreds of locations across the U.S. Acquired best pricing while showcasing brand excellence.
in-store installations
objective: to create men’s and women’s designs for Macy’s Herald Square for each brand visual week.
role: through engagement with Macy’s visual managers, produced installs below sale’s budget. spaces showcased more creativity while maintaining high quality, brand fragrance guidelines.
outcome: elevated the in-store experience for the customer which in turn surpassed sales visual week goals. brands ranked #1 in stores.
merchandising backwalls
objective: to create IPLB’s first retail visual merchandising display.
role: by following strict guidance on display and storage from retail and brand, project managed the structural design, production and installation of our first permanent backwall display, through to final concept.
outcome: IPLB’s fragrances, including Coach Fragrances created its first permanent backwall opportunity to merchandise products in store in Santa Anita, California. this increased visibility and translated the brand’s story into point of purchase environment.
experiential design
objective: create a pop-up space for IPLB as a brand partner to host at Ulta’s Beauty Field Leadership Conference.
role: designed an engaging “world of” fragrances to communicate IPLB’S fragrance stories.
outcome: showcased our launch fragrances to build awareness, enhance product knowledge and improve the overall guest experience for Ulta’s beauty managers to share with their store teams.
out of home campaigns
objective: to provide a unique experience for pedestrian traffic by contemplating the high contrast visuals and legibility of text in our displays.
role: to ensure our brand’s ad visuals were impactful within their given environment and adjust as appropriate.
outcome: gain tangible customer engagement at brand displays, ensuring a lasting effect on customer excitement toward the brand.
