With ultra-luxurious options lacking wearability, and the prettiest pieces made for only a few body types, New York and Company set out to change the world of lingerie with Uncommon Sense—a lingerie meets leisure collection of intimate essentials and swimwear where style isn’t sacrificed for fit and comfort always come first.

The brand launch indulged the sensibilities of today’s modern woman with real life beauty and uncompromising comfort.

Brand Launch

As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.

Brand Launch

As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.

Verizon

Kim Kardashian

Vera Wang

Lane Bryant

Etcetera / E3

Polo Quarterly Magazine

Babeth's Feast

Brand Launch

As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.

Brand Launch

As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.

Brand Launch

As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.

Brand Launch

As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.

Brand Launch

As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.

Brand Launch

With ultra-luxurious options lacking wearability, and the prettiest pieces made for only a few body types, New York and Company set out to change the world of lingerie with Uncommon Sense—a lingerie meets leisure collection of intimate essentials and swimwear where style isn’t sacrificed for fit and comfort always come first.

CAMPAIGN PHOTOGRAPHER: DAVID SLIJPER

CAMPAIGN CINEMATOGRAPHER: ARIAN SOHELLI

SOCIAL PHOTOGRAPHER: BRIAN BINS

CHIEF CREATIVE OFFICER: SARA ROTMAN

DESIGN DIRECTOR: JOHN CRUZ

FOR NEWCO BRANDING

CAMPAIGN PHOTOGRAPHER: DAVID SLIJPER

CAMPAIGN CINEMATOGRAPHER: ARIAN SOHELLI

SOCIAL PHOTOGRAPHER: BRIAN BINS

CHIEF CREATIVE OFFICER: SARA ROTMAN

DESIGN DIRECTOR: JOHN CRUZ

FOR NEWCO BRANDING