On 34th Brand Launch

In 2023, I led the creative execution and branding for On 34th, a new women’s private label brand. The work included brand guidelines, product naming and packaging development, paid and organic marketing, and PR. Our in-house creative agency partnered closely with BBDO on the initial concepts, which led to the main campaign lines. The launch led to $12.9M in same-store sales in the first 6 months and kicked off a renewed focus on private brand strategic initiatives.