Hollister Summer 2025
THE GOAL
My focus for this season was on designing meaningful moments for our male and female customers during graduation season. For her, that meant leading the creation of a standout in-store Grad Shop experience that felt personal and engaging. For him, I developed a global type system and site layout direction that celebrated his milestones, which was bold and relatable.
THE OUTCOME
This campaign helped Hollister post a record-setting first quarter with net sales +22% YoY! This in-store grad shop experience alone drove 15.1M+ views and 426K likes, with girls even sharing UGC on TikTok without prompt. The men’s design system scaled seamlessly across EMEA and DOM, proving the creative resonated worldwide.
The Project
What started as a moodboard became one of the most rewarding projects I’ve worked on at Hollister. I concepted the Grad Shop experience from the ground up with our Art Director and Creative Director. We thought through everything from customer behavior to photography placement, signage design, mockups, and logistics of execution with our vendor. We weren’t just making a display. We were creating her moment, and that intention showed up in every detail from the small stickers and bows to the flower bouquets and light-up signs.
On the men’s side, I developed the typography direction and type lockups for global use and helped set the layout structure for site and digital placements. In total, it was one of those projects that pushed both my creativity and strategy, and I’m excited to continue developing experiences like this for our customer.
SCOPE OF WORK
In-Store Experience Design, Concept for Global Art Direction, Video Editing, Store Signage, Digital Store Content
