Seasonal Toolkits

OVERVIEW

JCPenney needed a seasonal campaign toolkit that felt modern, fashion-driven, and emotionally relevant. Testing showed customers connected most with diverse casting and authentic group moments, so I built my creative direction around that insight. The photography needed to feel lived-in, warm, expressive, and trend-forward—capturing the kind of natural energy you only get when people are actually comfortable together.

I translated leadership’s vision into a cohesive system across photography, color, and layout, creating a toolkit bold enough for digital and polished enough for in-store and print. The toolkit was adopted across all verticals, creating cross-channel consistency and elevating the brand with an expressive, fashion-driven lens and helped JCPenney deliver on its value promise in a way that helped sharpen what “modern JCPenney” looked and felt like.