Fabletics Retail

ACCOMPLISHMENTS

During my tenure at Fabletics, I played an instrumental role in building and leading the creative team from inception, shaping the brand's identity and elevating its presence across global digital advertising campaigns, new product and store launches, and various marketing initiatives. Collaborating closely with the CMO, I spearheaded special projects ranging from logo and brand development to visual style guides, packaging design, market research, customer journeys, and user personas, ensuring alignment with strategic objectives. Managing the creative request workflow, I streamlined processes, delegated projects, enforced standards, and maintained strict timelines to optimize efficiency and productivity. As part of my responsibilities, I crafted the new brand identity for Fabletics, setting the visual direction for all retail stores. Notably, the iconic neon sign adorning every Fabletics store bears my own handwritten design, a testament to the brand's unique and personal touch. Additionally, I curated a comprehensive brand book encapsulating Fabletics' essence, values, and visual identity, providing a unified reference point for internal teams and external partners alike. Through dedication, creativity, and strategic vision, I played a pivotal role in shaping Fabletics into a renowned and beloved activewear brand.