The challenge:
Hollister is a world-renowned retailer for teens and young adults with over 500 stores globally. When I took over as Lead Graphic Designer, the challenge was to establish a trend graphic business, whilst simultaneously growing the core logo business, strengthening Hollister’s position as the go-to teen retailer for graphic tees and fleece.

The solution:
In an effort to get closer to the customer, we immersed ourselves in the teen mindset, studied the trend landscape and developed a test and react strategy.
Overseeing the design process for all apparel categories, personal care and packaging, I was involved in every stage of the journey, from concept to final product.
Providing creative direction and guidance to a dynamic team of designers, I helped to design impactful seasonal assortments through emotional storytelling.
Below are examples of how we identify trends and successfully translate them into the brand’s DNA. Together we have transformed the Hollister graphic business.