Tie Bar 2.0
Led the visual direction of a company-wide brand refresh aimed at competing with luxury brands, overseeing storyboarding, on-set art direction, catalog design, photo retouching, and press checks across multiple seasonal catalogs. In collaboration with GQ’s Jim Moore, established a clean, elevated aesthetic that highlighted both the quality of the clothing and the personalities of the customers, strengthening the brand’s position in a competitive market.
Art Direction
Art directed and produced all The Tie Bar photoshoots, including hiring staff, organizing rentals, overseeing retouching, and adapting designs to meet the needs of each marketing channel. The creative direction emphasized more movement and evolved the brand toward a high-fashion look that remained approachable to the everyday customer. A strong focus was placed on reflecting market diversity, ensuring campaigns resonated across a broad audience while elevating the overall brand image.
Catalog Development
Updated all seasonal catalogs to reflect the company-wide rebrand, translating the refreshed vision into high-fashion yet approachable visuals. Art direction, layout, and retouching emphasized movement, product quality, and market diversity, reinforcing a cohesive and elevated brand image.
Website Design
Redesigned the website with a sleek black-and-white aesthetic, allowing the seasonality and details of the products to take center stage. The clean design emphasized visual storytelling while ensuring ADA compliance and meeting Progressive Web App (PWA) standards. This approach created a modern, high-fashion feel while delivering an accessible, fast, and responsive experience across devices.
Email Design
Emails were updated to reflect the new branding, focusing on simplicity to let the photography take center stage. Color choices were driven by the product, and weekly campaigns were designed to tell engaging, visual stories.
