Gilly Hicks Marketing

THE GOAL

From 2023 to 2024, we set out to evolve Gilly Hicks into an aspirational active lifestyle brand for her, centered around moments like Pilates, hot girl walks, errands, and everyday lounging. As men’s product scaled back, we leaned into a more relatable female-first lens. Personally, I focused on sharpening my motion design skills and elevating typography to bring storytelling to life.

THE OUTCOME

We redefined what Gilly Hicks looked and felt like, creating a brand system that was elevated, colorful, and full of movement. I touched every part of the marketing ecosystem, from building brand books and crafting shot lists to attending photo shoots, creating motion graphics, and designing global cross-platform seasonal concepts. That creative POV later helped shape Hollister’s marketing strategy when our team merged with HCo in 2024.

The Project

This was one of the most creatively empowering roles I’ve had. Our small team worked like a startup, collaborating across disciplines and encouraging a deep understanding of every part of the business. We concepted seasonal art direction and typography that set the tone for the entire quarter, provided feedback and guidance to our weekly content and social teams, and partnered closely with production to bring everything to life.

Spring 2024 and Holiday 2023 were two standout seasons for me. Spring pushed my motion skills further than ever, and Holiday gave me the chance to lean into rich product color stories and help lead our Black Friday campaign in stores. Motion was a key focus for me throughout, and I utilized After Effects to experiment with blur, depth, and transitions that added a sense of movement and drove engagement.

SCOPE OF WORK