Originally hired on when Tommy Bahama was looking to create a new unified front with their family of brands, I spent more than 2 years designing materials for all aspects of the brand. Everything from being part of the lead team that created a new line of identity pieces, logos, hang tags and labels that re-established the brand to developing digital layouts and email templates that helped improve conversion and consistency.
Tommy Bahama Unification
Creative Strategy, Design, Materials Direction
As Tommy Bahama was growing they sought to unify their brands under one umbrella. Previously, different product categories had their own brand names. A golf line was called TB18. When they launched denim the brand was known as Indigo Palms. This project was to bring all the various brands under the Tommy Bahama umbrella. My focus was on Indigo Palms becoming Tommy Bahama Denim, and TB18 becoming Tommy Bahama Golf. For the denim group, I developed a system of hang tags to illustrate the depth of the various fits, styles, and price points while maintaining a consistent look and feel. For Golf the request was to have both male and female hang tags with a singular inner label look.
Sip-n-Swim Invite
Concept, Design, Pattern Development
With the launch of a new line of Women’s swim wear in Spring 2010, Tommy Bahama created a series of “Personal Fitting” events. Each selected attendee was sent a personalized invitation, with a series of campaign imagery post cards to send to friends. I developed the invitation, envelope, and post cards.
Email Redesign
Creative Strategy, Design, Photography
I developed new layouts, templates, and helped establish the creative direction for Tommy Bahama’s email campaigns. Through the changes made, we were able to significantly raise the performance of the marketing channel.
Holiday Gift Wrap
Design, Illustration, Pattern Development
For the Holiday season Tommy Bahama would make custom wrapping paper for limited distribution at it’s own stores. I worked with the seasonal themes from the collection to develop the patterns and textures for the paper and cards.
