As design lead for the relaunch of Okie Dokie, an in-house exclusive JCPenney children’s clothing brand, I re-concepted and created new intent for the brand by working cross-functionally with the product development, art & design, brand management, marketing, and styling teams.

By combining my experience in project management, analysis, and consumer insights, I was able to lead the product design teams in the development of apparel collections that met the needs of the brand’s target audience. I consulted on the evolution of brand guidelines to be used by the marketing teams during and after the project. I collaborated with the creative director to strategize key marketing concepts, campaigns, and social media influence, as well as attended photoshoots and directed on-set styling.