On-Product Marketing

THE GOAL

I joined Gilly Hicks in 2020 as the sole on-product marketing designer. With a lean team and a major rebrand ahead, I focused on building scalable, thoughtful packaging, hangtags, and trims that reflected our new co-gender direction. I took every opportunity to learn from cross-functional partners and ground each design in both creativity and function.

THE OUTCOME

Three months in, the rebrand launched and I overhauled our OPM library to create more innovative, future-focused solutions. I turned one-off ideas into brand staples—like reusable multi-pack bags—while learning to source materials, partner with overseas vendors, and build scalable systems.

The Project

From fragrance bottles to bra tape, I touched every piece of packaging and OPM design across the brand. Sustainability was a primary focus for the brand, so I introduced new, sustainably sourced, reusable zipper bags with removable product stickers for easy reuse, and found ways to highlight product sustainability in the hangtags. I also partnered with vendors to create custom packaging for new accessories like socks, hats, gift sets, and yoga mats.

A significant win was building a shared library of brand-approved trims and packaging, which was an on-demand resource used by designers and cross-functional teams alike. With the support of a manager who encouraged experimentation, I developed a living system that scaled across the entire business.

SCOPE OF WORK