Windsor
Creative Director
2019-2021

I joined Windsor to lead creative during a period of rapid growth and transformation. Reporting directly to the president, I was brought on to define the brand’s strategy and reinvigorate its creative direction—bringing consistency, sophistication, and cultural relevance to a trend-driven, occasion-based fashion brand.

Originally founded in 1937 as a formal dress boutique, Windsor had evolved into a fast-fashion powerhouse. My focus was to develop a unified brand voice across diverse product categories and marketing channels. I oversaw all visual aspects of the brand—print, digital, photo, video, social, packaging, and identity—elevating creative standards across every touchpoint. I redefined our approach to storytelling, casting, and styling, and led the redesign and platform migration of Windsor’s e-commerce site to Shopify. I also built a fully in-house creative department from the ground up—including designers, art directors, photo and video teams, and an editorial copywriter.

Our creative and marketing updates contributed to a nearly 50% YoY increase in e-commerce and email-driven revenue within my first year.

Campaigns
+ Photography

Windsor didn’t operate on a traditional seasonal campaign calendar—new collections launched weekly. I reimagined how we ideated, styled, and executed campaign and product photography in this fast-paced environment, introducing dynamic visual storytelling frameworks and creative consistency across shoots.

I developed new standards for campaign, editorial, and product photography—reshaping everything from casting and retouching to location and prop usage. I hired and mentored an in-house photo team, and personally directed (and often shot) key editorials and brand campaigns.

Videos

I brought video production in-house for the first time, allowing us to scale our content while maintaining tighter creative control.

I worked closely with our in-house videographer to define Windsor’s visual language across motion—developing a modern, elevated storytelling style that highlighted product in ways we hadn’t captured before.

E-Commerce Redesign

I led the visual redesign of Windsor’s e-commerce site and its migration to Shopify. The previous platform lacked the narrative and visual flexibility we needed to scale. The new experience introduced shoppable lookbooks, integrated UGC, mobile personalization, and full-width video, transforming the site into a richer storytelling engine.

I also co-implemented an expanded nav system, editorial-driven category pages, enhanced PDPs with embedded video, and the launch of a branded blog—each element designed to deepen engagement and conversion.

Identity + Packaging

I developed updated branding and packaging systems to align with Windsor’s evolved positioning. This included a cleaner, more modern visual identity; refined color palettes and materials; and the design of Windsor’s first-ever gift card collection—bringing the brand experience into tactile form.