The Under Line for Everlane

Everlane’s launch of underwear — and entry into an entirely new product category for the company — called for a major brand moment. As a key part of the launch campaign, I led the experiential design for The Under Line, a two-day activation to build hype around the underwear product launch in New York and Los Angeles. Using the launch campaign’s bold messaging, color, and imagery as foundation for the experience, I conceptualized an exhibit-like installation for visitors to navigate and explore the marketing story come to life. I consulted for Everlane from initial concept brainstorms through spatial design development of the branded environment, and managed production for each venue through to install day.