David’s Bridal is the largest retailer of bridal gowns and occasion dresses in the United States. During 2013 and 2014, my time as creative director brought forth a transformation from a mass general retailer to an international branded presence. With my experience in global luxury markets, an elevation of aesthetic was key to engaging new photographers and artists to collaborate.
In 2013 my creative team and I concepted a new approach to how David's Bridal communicated with its potential viewers. Previously, David's had been a print focused retailer. We took the stale catalog format and transformed it to an interactive digital publication. Collaborating with photographers, stylists, and journalists, we created an editorial piece that not only brought David's products to life, it created an entire world around the brand.