Express.

Creative direction, brand development, typeface design, experience design, executive sales presentation, brand partnerships + campaigns.

Research showed Express’ customers were more aspirational than average which paved the way for a full brand refresh that was all about outfitting ambition. I collaborated with the agency and their leadership to align executive detail on market-facing brand position (big deal). During my time as agency lead, I helped create a visual + aural ID, custom type family, multisensory pop-ups, and lastly–establish express.com as the brand’s largest integrated sales channel.