CHLÖE FOR YITTY
[YITTY: CELEBRITY BRAND PARTNERSHIP CAMPAIGN]
— ROLE ART DIRECTOR // — SCOPE ART DIRECTION TOOLKIT, LOGO DESIGN, DIGITAL DESIGN, SOCIAL, SITE, DIGITAL ADS, VIDEO TITLE GRAPHICS, LARGE FORMAT PRINT
ABOUT THE PROJECT
CHLÖE for YITTY marked a major cultural moment for the brand as its first-ever collaboration with a global music artist. The campaign introduced a confident, minimal visual approach that centered authenticity and empowerment, using neutral garment tones to spotlight both the product and the talent. The goal was to design a performance-driven campaign system that expanded reach to a younger audience while sustaining engagement with existing subscribers. The rollout supported homepage takeovers, paid media, CRM, and social, balancing aspirational creative with scalable execution to drive meaningful impact across touchpoints.
KEY ROLE & RESPONSIBILITIES
Established the campaign’s visual foundation from concept through execution
Partnered with executive and cross-functional stakeholders to align creative with talent and brand values
Created a reusable art direction framework to ensure consistency across teams and touchpoints
Designed the campaign logo with bespoke typographic construction inspired by CHLÖE’s feminine confidence and fearless spirit
Developed site and acquisition assets for a multi-channel launch ecosystem, as well as, a large format print for a more immersive brand experience
Reviewed and refined designer deliverables to maintain cohesion across social and email