Fall Toolkit

OVERVIEW

JCPenney needed a seasonal campaign toolkit that felt modern, fashion-driven, and emotionally relevant. Testing showed customers connected most with diverse casting and family-centered moments, so I built the creative strategy around that insight—photography that captured authentic expressions and visuals felt warm, and were trend-forward were on the forefront of my mind for this concept.

I translated leadership’s vision into a cohesive system across photography, color, and layout, developing a toolkit bold enough for digital and polished enough for in-store and print. The result became the standard across all verticals, creating cross-channel consistency and elevating the brand with a more modern, fashion-driven lens.