JCPENNEY—AMBRIELLE brand RELAUNCH
Authenticity wasn’t enough—Ambrielle also needed softness and support.
My competitive audit showed the category leaned into inclusivity and authenticity at the expense of comfort and fit. Our audience wanted both. I repositioned Ambrielle around a confident, approachable softness that carried through casting, styling, and campaign assets.
ROLE
Creative Direction,
Brand Identity,
Brand Guidelines, Photo Art Direction, Re-launch Campaign
PLATFORMS
Brand Guidelines, Website Landing Page, Web Assets
COPY
Amanda Cass
I built the brand guidelines, campaign assets and art directed an NYC shoot for the launch. The brand process became the internal model for how JCPenney approached rebrands.
