THE LONGEVITY SHIFT
Consumer + Creative Strategy
Estée Lauder Brand
CHALLENGE
Longevity was becoming mainstream, but consumer understanding remained fragmented. Re-Nutriv needed a clearer way to unite science, luxury, and lived experience.
APPROACH
Collaborated on a creative strategy that reframed longevity through the intersection of skin, science, and lived experience, helping translate the platform into a scalable content, messaging, and credentialing system.
VALUE
Built a unified platform as part of a cross-functional team, designed to make complex science understandable, desirable, and scalable across the consumer journey.
Signal to strategy
Consumer + Cultural Intelligence Framework
The Estée Lauder Companies
CHALLENGE
emerging consumer and cultural signals were accumulating across social, search, cultural, and behavioral sources, making it difficult to distinguish meaninghful patterns from short-term noise or translate them into clear business implications.
APPROACH
developed a repeatable framework that organized emerging signals, identified the underlying consumer shift, and translated it into implications for positions, creative, innovation, and commercial strategy.
VALUE
Turned complex consumer and cultural intelligence into clear implications for brand positioning, creative, innovation, and commercial strategy, giving leadership visibility into emerging oppOrtunities and strategic priorities.
FRAGRANCE FUTURES
Fragrance Foresight + Cultural Intelligence
The Estée Lauder Companies
CHALLENGE
Prestige fragrance was evolving rapidly across product, format, culture, and digital behavior, creating a need to distinguish short-term novelty from durable growth drivers.
APPROACH
Synthesized competitive activity, consumer behavior, cultural signals, social trends, and category innovation into a strategic view of the forces shaping the category, identifying key drivers and emerging areas of opportunity.
VALUE
Translated fragmented category intelligence into structured opportunity areas and a shared foresight perspective, presented to leadership across the ELC enterprise to inform follow-up research and brand-specific business questions.
GLOBAL SEEDING STRATEGY
Influencer Marketing + Digital Strategy
Estée Lauder Brand
CHALLENGE
Global seeding was an emerging social opportunity requiring a more structured approach to creator engagement, product allocation, and campaign activation across markets.
APPROACH
Helped launch the global seeding strategy by identifying creators, developing campaign briefs, and establishing processes for product allocation and logistics. Tested campaigns in North American and European markets and translated performance learnings into global best practices.
VALUE
Established a scalable global seeding model connecting creator engagement to brand and launch priorities, while creating best practices for more effective market activation.
INTELLIGENCE INFRASTRUCTURE
Systems Integration + Information Architecture
Estée Lauder Brand
Callisto Media
CHALLENGE
Fragmented assets, rights, metadata, and evolving platforms limited discoverability, reuse, and global execution. The challenge was to create an integrated information system that could improve access, enable reuse, and scale across markets.
APPROACH
Built the information architecture, governance, workflows, and technology connections required to make creative knowledge structured, discoverable, usable, and scalable across teams and platforms.
VALUE
Created a scalable information infrastructure that improved findability, governance, reuse, and global execution while strengthening the integration of creative systems and technology.
cultural + trend research
Historical Context, Market Analysis + Education
LIM College
CHALLENGE
Students needed to understand fashion as a business shaped by changing consumers, culture, retail, and industry dynamics—not simply as a creative discipline.
APPROACH
Connected archival research and professional trend platforms, including WGSN and Peclers, to contemporary fashion business questions and taught students to research, contextualize, and interpret emerging trends.
VALUE
Translated complex historical and cultural information into accessible insights that supported research, teaching, and contemporary relevance.
HERITAGE Archive
Curation + Cultural Innovation
Gap Inc.
CHALLENGE
Gap's archive held decades of cultural and product equity. The challenge was identifying which HistoricaL elements could be meaningfully reinterpreted for a contemporary consumer.
APPROACH
Partnered with the design team to identify heritage pieces from archival collections for contemporary reissue. Supported the archival activation through The Gap Is Open exhibition, coordinating a creative photoshoot with stylist Haley Wollens featuring archival Gap pieces.
VALUE
Connected archival heritage with contemporary culture, translating historical product and consumer insights into opportunities for creative and product innovation.
RETAIL AS EXPERIENCE
Consumer Experience + Visual Strategy
Urban Outfitters
All Saints