Coldwater Creek Fall 2019 Concept to Execution

My job as creative director was to work with the team to create mood boards and digital ideas to support the omni channel efforts of our entire creative team for the upcoming fall season. These apparel items begin being promoted in July and progress through September right before we switch to the Holiday campaigns. July is the start of offering more fall looks, but is still quite summery with wear-now clothing as well. Because of this, you’ll see a progression from light and airy summer colors to more warm tones as we get into the September mood boards. This serves as a guide for what we need to shoot and how we need to shoot it for the digital channel, as well as for catalog and for retail. Then I created a "sketchbook" which went live as a landing page. This was launched with the new homepage look and feel in July and was a completely new look for the company as we rolled out a new brand look and feel.