Role: Art Director & Creative Strategist
Summary:
Developed as an internal brand pitch to expand digital market share into younger, fashion-forward consumer demographics. The core objectives was to reposition a traditional machine embroidery library into a modern destination for high-end, personalized fashion design.

The Strategy:
- Product Shift: Moved from legacy home decor aesthetics to bold, personalized streetwear and apparel designs.
- Creator-Led Rollout: Built an influencer-driven visual framework to leverage DIY textile creators for organic social reach.
- Executive Impact: Pitched directly to the CEO, securing high-level validation for the brand's modern demographic pivot.