Arch Studio Brand Launch
In 2025 I led the team that launched Macy’s new home brand Arch Studio. There was almost no marketing budget, but we were able to leverage internal resources (in-house photo studio, the huge reach of Macy’s email list and site) to create a beautiful launch campaign that reached millions of customers. In-store, the packaging stood out from other brands with its minimalist product photography and clean aesthetic. Online, we focused on storytelling, and developed emails that told the brand ethos: color, value, and ease. This brand helped fill a gap in the Macy’s portfolio for the newly independent customer who wants well-designed items at an entry level price-point.
Role: Adapted VIS from agency partners, art directed photography, designed print, packaging and digital assets from concept to delivery
