THE CHALLENGE

​

Simplicity is a complex brand with many different fashion designers and licensed brands. While working with these various brands, I maintained enough consistency between them to make them recognizable as the umbrella Simplicity brand while also highlighting what was unique to each.

​

Here I showcase my work with the fashion side of the Simplicity brand.

THE EXECUTION

​

As Senior Art Director, I had to consider both internal and external stakeholder objectives. I planned and directed all photography down to the smallest detail, honoring the styles and sensibilities of individual brands while keeping them visually and aesthetically connected to the larger Simplicity brand.

​

​

THE RESULT

​

I created numerous visual storylines for each brand as well as designed and wrote the fashion stories while simultaneously creating a cohesive identity for the catalog. This approach contributed to Simplicity staying at the top in a competitive niche fashion sewing market.