Express

Content Experiments: Holiday 2014

In Summer 2014, I collaborated with a senior level team to provide strategic guidance and develop several "content experiments" for Express during the Holiday season. In my role, I performed competitive/comparative analysis, assisted with content strategy, created high-level wires using the client's design system, and oversaw the production of the content experiments.

Additional Campaign Assistance & Brainstorming

Throughout 2015, our team remained engaged with Express to ideate and provide strategic guidance for several campaigns, including Teen Vogue Fashion University, Denim, and Holiday/Valentine's Day.

Teen Vogue Fashion University

Express asked us to assist them with maximizing content creation from this singular event and from the related internship program that could last throughout the summer. The team brainstormed ideas, scored them, and put together a content calendar for the summer.

Shop-Along Research

As part of a larger digital strategy assignment, I assisted with shop-along, competitor research.  We visited 30 stores in 3 days in 2 cities (San Francisco and Los Angeles) taking note of store design, layout, merchandising, customers, employees, atmosphere, branding, and other qualities.

Denim 2015 and Content Playbook

Express had newly redesigned their denim line and asked the team to help brainstorming campaign ideas as well as providing overall strategic guidance on how to better plan for and execute ideas and work collaboratively amongst disparate teams within their organization. The team provided a content playbook framework with some initial ideas for the Denim 2015 campaign laid out using the framework.

Holiday 2015/ Valentine's Day 2016

Express asked the team to assist them with campaign planning for both the 2015 Holiday Season and the 2016 Valentine's Day season. The team brainstormed ideas, varying from small plays to larger partnerships/events that Express could leverage to maximize impact over the seasons.