My goal as Creative Marketing Manager was to translate ELLE’s fashion-forward identity into an approachable, elevated craft experience. This project became a foundational system spanning visual identity, packaging, print collateral, event design, and social content.
ELLE had global brand power.
Premier® Yarns had community loyalty.
The ELLE By Me licensing initiative was a year-long, multi-channel brand build that stretched across retail packaging, large-scale merchandising installations, trade-show activations, community engagement, and digital content.
2025
Campaign Lead
Brand Strategy
Lead Designer
Creative Direction
Revenue Recovery Campaign
Strategic Positioning · Campaign Development · Brand Storytelling · Audience Segmentation · Market Analysis · Data-Driven Optimization · Cross-Functional Leadership · E-Commerce Strategy · Creative Direction · Community Marketing
Google Analytics · Shopify · Klaviyo · Meta Business Suite · Later · Canva · Adobe Creative Suite (Illustrator, Photoshop, InDesign)
For the wholesale and national retail rollout, I led the design of the ELLE By Me packaging system, beginning with the kits developed for Costco. My focus was on creating a premium, fashion-forward unboxing experience while maintaining absolute clarity for the everyday crafter.
I paired clean editorial photography with elegant, recognizable color hierarchy, resulting in packaging that stood out on pallets and end-caps, read beautifully at a distance, and reinforced ELLE’s elevated identity with Premier Yarns products.
The H&H Americas Creator Summit marked the most immersive expression of the ELLE By Me brand. I conceptualized and produced a full activation experience centered around premium, editorial-leaning branded merchandise and an on-brand, specific sculptural installation.
I designed the ELLE background tote bags, notebooks, pens, and branded game pieces to create a cohesive suite of touchpoints that attendees could interact with and take home. This tactile brand experience reinforced the line’s elevated identity and created moments worth sharing long after the event ended.
The H&H Americas 2025 tradeshow activation was anchored by a six-foot-tall crocheted horse commissioned from creator @mesamistoys, Shayla Palmer, crafted entirely from Parfait XL (a top-selling Premier product) and shipped with white glove service all the way from Atlanta to Chicago.
I managed the full creative direction, contracting, approvals, logistics, and integration of the commission for the Creator Summit. The sculpture became the unofficial centerpiece of the entire tradeshow, drawing creators, influencers, and buyers into our booth to photograph and engage with it. Its presence organically drove social buzz around the licensing partnership and created the kind of memorable moment that was intended for the ELLE By Me collection.
To support the activation, I also designed a product brochure tailored specifically to the items we brought to H&H, complete with line information, color ranges, and QR-enabled digital extensions. Combined with environmental signage and small-format collateral, the entire booth presented a unified, fashion-driven interpretation of the ELLE By Me brand and elevated Premier® Yarns’ presence within the show.
