Branding Campaigns and Standards

Brand Campaign

Directed the development of a fully-integrated campaign with a consistent brand voice across all consumer touchpoints. The campaign featured exclusive private label and designer brands to differentiate JCPenney from the competition. The campaign was launched during the Academy Awards with broadcast, print, digital marketing and PR.

Brand Standards

Brand standard guides were developed to ensure consistency for the brand accross multi-platform use in print, broadcast, in-store collateral, packaging and digital marketing. Brand profiles directed key brand characteristics such as who the customers are, where they shop, product filters, mission for the brand, price and quality levels.

Seasonal Brand Campaign

Led seasonal campaigns to present the brand as current and relevant in the marketplace. Directed advertising agencies, media planning, internal resource in marketing and merchandising for a consistent campaign that breaks through to engage consumers and drives traffic. Campaign was recognized by USA Today as one of top 5 for the year.