Maidenform
At HanesBrands, I partner with the Maidenform team to shape seasonal creative direction and front-end brand storytelling. My work focuses on translating cultural insight, market trends, and product priorities into clear creative frameworks that guide campaigns, launches, and ongoing brand expression.
The role begins upstream defining tone, narrative, and visual direction through concept development, color and typographic systems, and strategic inspiration. These ideas are synthesized into presentation decks and concept boards used to align design, merchandising, marketing, sales, and leadership around a shared vision.
To support scale and consistency within a highly siloed organization, I develop templates, toolkits, and brand guardrails that enable teams to execute with clarity across marketing, packaging, and digital touchpoints. Throughout, I focus on turning trend insight into legible, durable systems helping Maidenform show up with a look and feel that feels contemporary, trusted, and emotionally resonant rather than fleeting or decorative.
Art direction with a defined brand perspective shaped a cohesive visual system across campaigns. This clarity aligned creative decisions and supported confident, consistent execution.
Campaign Vision
Love Sick IG Post
Craveable Intimates IG Post
Craveable Intimates IG Post
Love Sick IG Post
In Fall 2024, Maidenform launched a campaign celebrating seamless, comfortable pieces designed to transition from underwear to outerwear. I led the creative vision and art-direction framework, setting clear guidance for energy, lighting, pose, and environment to ensure cohesive execution across the campaign.
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Models are styled in synchronized lines, and casual groupings, wearing tonal or monochromatic looks that reinforce cohesion. A range of body tones is represented against a soft gray backdrop, creating a confident, natural mood that feels authentic rather than overly processed.