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