AVENUE PLUS

As Senior Creative Director, I worked alongside the Executive Team to reposition the plus-size brand through content strategy, omni-channel campaign concepting, photo and design direction. I also expanded the role and function of the creative team. As a result, sales increased upwards of 30%, establishing the brand as an attractive prospect for their subsequent acquisition. 

YOUR CONFIDENCE IS SHOWING CAMPAIGN

The “Your Confidence Is Showing” campaign elevated real women. In one of the most successful campaigns in the brand’s history, I led creative that attracted record click-through rates across channels. The sincere message to celebrate oneself resonated with millions of viewers, leading to heightened brand awareness and conversion.

Strategy
Campaign
Print + Web
In-Store
Social

OUTERWEAR CAMPAIGN

One of the top business drivers, the outerwear expansion positioned the category as the ultimate go-to for customers’ needs. It further distilled the brand's positioning by highlighting the features most important to this audience: utility, comfort, and style.

BRA FIT CAMPAIGN

The “Your Most Versatile Bra Ever” campaign elevated the brand’s intimate collection, highlighting the breadth of styles and revised fit. Reflecting a cultural shift in the perception of plus bodies that celebrates them as beautiful and alluring, the imagery illustrates the versatility and freedom of movement inherent in wearing a bra designed to fit the customer. The campaign saw record-breaking traffic, resonating with the needs of millions of viewers.

DENIM FIT GUIDE

Most. Comfy. Jeans. Ever.
Every Button. Every Zipper. Every Stitch.
Re-Designed Just For You.

As a driving force in inclusivity, the “Denim Fit Guide” repositioned Avenue as a denim destination for every size and shape. The omnichannel campaign centered on finding the perfect denim fit for each figure. Messaging such as: “Re-designed Just for You” reinforced the brand's commitment to creating and developing a fit meant for every body. It established genuine trust with the customer making the campaign so successful it ran for two years consecutively.

SPRING
SEASONAL CAMPAIGN

The editorial campaigns brought a renewed sense of style and confidence to Avenue’s marketing, driving a deeper connection with the audience. By introducing fresh talent to the site and creating imagery that depicted plus-size women as bold and stylish, the campaign reestablished Avenue as a destination dedicated to serving women of all shapes and sizes.