WINDSOR
CREATIVE DIRECTOR
2019 — 2021
I joined Windsor in 2019 to help define its brand strategy and reinvigorate its creative direction during a period of rapid growth. Originally founded in 1937 as a formal dress shop, Windsor had evolved into a trend-driven, occasion-based lifestyle brand. My focus was to develop a cohesive brand voice that could unify its diverse product categories and marketing channels.
Reporting directly to the president, I led all visual aspects of the brand — from print and digital design to photography, video, social media, packaging, and identity. I elevated creative standards across every touchpoint, modernized the brand’s storytelling approach, and redefined our styling and casting criteria to align with current trends. I also oversaw the full redesign and platform migration of Windsor’s e-commerce site, and built a fully in-house creative team from the ground up — including photo studio, designers, art directors, and an editorial copywriter. Our brand updates, alongside marketing efforts, contributed to a nearly 50% YoY increase in e-commerce and email-driven revenue within my first year.
CAMPAIGNS &
PHOTOGRAPHY
Reimagined the brand’s approach to storytelling, styling and even how shoots were ideated, produced and executed. Unlike a traditional retail brand with seasonal campaigns, fast fashion retailers refresh their campaigns on a monthly, sometimes weekly basis.
Established new creative standards for product, editorial and campaign photography, and also retouching. Reimagined how locations and props can be used to tell a story. Hired and mentored an in-house team of photographers, as well as personally shooting several editorials and campaigns.
VIDEOS
Brought video creation / production in house for the first time, which allowed for more control over the process and final product, as well as being able to incorporate various types of video across more platforms and touchpoint.
Worked very closely directing the in-house videographer to establish a storytelling style that was not only modern, elevated, and captivating, but also featured the product in detailed ways it hadn’t been before.
SITE REDESIGN
I led the redesign of Windsor’s e-commerce website and the migration to a Shopify platform. The previous site was limited in functionality and narrative flexibility. The redesign introduced dynamic storytelling across multiple campaigns, full-width video, shoppable lookbooks, UGC integration, and a more personalized mobile experience.
The new design included an expanded navigation system, editorial-enhanced category pages, robust PDPs with integrated video, and the launch of a branded blog — all designed to enrich the customer journey and support deeper brand engagement.
IDENTITY & BRANDING
I developed updated concepts for Windsor’s corporate branding and retail packaging. This included cleaner, more modern visual language, refined color palettes and substrates, and the brand’s first-ever physical gift card collection — all aligned with a refreshed strategic positioning.
other ACHIEVEMENTS
Managed a 200% increase in studio throughput, streamlining processes to publish imagery faster and more efficiently.
Established weekly cross-functional creative asset reviews with key stakeholders.
Optimized the creative budget to deliver higher-impact work with fewer resources.
Introduced branded hashtags for key campaigns to unify messaging across platforms.
Built and scaled an in-house creative team from the ground up.