RESEARCH | BRAND DEVELOPMENT | UX/UI | ART DIRECTION | DESIGN SYSTEMS | SOCIAL MEDIA | PRINT

Treat Yourself: Revitalizing the First Loyalty Program in the United States for a Luxury Retail Leader

In 2018, I spearheaded the transformation of Neiman Marcus' InCircle loyalty program, aligning with the directive to minimize the use of green and infuse a whimsical and celebratory aesthetic. Operating under the internal campaign title "Treat Yourself," I collaborated with art directors and copy teams to create imagery and copy that resonated with the campaign's voice. As a manager overseeing both print and digital assets, including emails and in-store activations, I ensured uniformity across all channels. Additionally, I led the concept development and art direction for studio photography, directed by Devin Hall, and curated and edited stock images to complement the campaign's vision.