PAYLESS

At a time when “cheap chic” defined the category, Payless risked being perceived as simply cheap. We repositioned the brand by shifting the voice to real women — grounding fashion credibility in authenticity rather than aspiration alone.

The campaign balanced everyday relatability with elevated visual design, reinforcing alignment between accessibility and style without overstatement. The result: sustained year-over-year sales growth, including a period where sales doubled annually.

CHRISTIAN SIRIANO

Led designer collaboration initiatives as Payless repositioned itself within accessible fashion. Partnered with Christian Siriano and other high-profile designers to build cultural credibility and elevate brand perception.

The Siriano digital series delivered exclusive behind-the-scenes content and drove sustained sell-through, reinforcing the long-term strength of the partnership.

AIRWALK

Drove organic growth within the Payless portfolio by activating the under-leveraged Airwalk brand. With limited budget, built a culturally authentic campaign rooted in California surf and skate identity, integrating motion design and athlete partnerships.

The initiative delivered immediate retail impact, with product selling out nationally during launch and repeat efforts.

BRASH

To engage future shoppers, we partnered with indie band VersaEmerge to launch BRASH — a youth-oriented footwear and accessories line designed by Steve Madden.

Rather than traditional product advertising, we embedded the brand organically within the band’s world, integrating product through experiential storytelling across digital and social platforms. The campaign launched with a cryptic teaser strategy through the band’s channels, followed by a serialized content rollout.

The result: rapid sell-outs, exponential fan-driven sharing, and a sustained content ecosystem generating over 30 long-form pieces. Strong initial performance allowed the program to expand into a larger, fully produced experiential campaign the following year.

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