PROJECT OVERVIEW
Served as Senior Creative Lead for Hudson’s Bay at Fuel Advertising, the agency’s largest client. Directed creative strategy and execution across national campaigns, rebranding initiatives, and digital transformation efforts, collaborating directly with the CMO and executive leadership teams to evolve the brand’s visual identity and omnichannel presence.
CHALLENGE
Modernize Hudson’s Bay’s brand storytelling and customer engagement across in-store, digital, and national media channels, while reinforcing the retailer’s elevated brand perception among evolving consumer demographics.
STRATEGY
• Developed and presented seasonal campaign visual brand standards, securing executive alignment across agency, client, and vendor networks.
• Led the brand logo redesign initiative, ensuring a refreshed yet heritage-aligned evolution.
• Directed the execution of national seasonal campaigns, spanning in-store displays, OOH advertising, specialty publications, and direct mailers.
• Spearheaded the agency’s transition to digital marketing platforms for Hudson’s Bay, introducing banner ads, email marketing, and digitized specialty catalogs to expand omnichannel reach.
• Redefined photo direction and flyer layouts, creating refreshed design templates that remain foundational to the retailer’s creative approach today.
Honored to have helped evolve Hudson’s Bay’s brand storytelling and omnichannel engagement strategy during a pivotal period of creative modernization and market expansion.
