Ambrielle

Tasked with modernizing JCPenney’s private-label intimates, I led the Ambrielle relaunch from insight to execution.

My competitive benchmarking across major retailers revealed a gap in inclusivity with a trend in authenticity across the market. We created a strategy anchored in custom-fit confidence, and I translated it into a brand identity system and brand campaign spanning photography, web and digital assets.

I art directed a photoshoot in NYC to embody natural beauty, authenticity and inclusivity in a bright, but soft and feminine space. The relaunch established JCPenney’s new visual standard for modern intimates.