Brand-building for physical and retail spaces — naming, voice, and storytelling for destinations people walk into.
Named and led brand storytelling for Coach's experiential retail destinations, partnering with 2D and 3D brand teams to bring the concepts to life in-store. Linked coverage is third-party press on the initiatives, not my own byline.
Curated a distinctive brand identity and voice from the ground up — the "Plants with Benefits" language and values-driven tone (People over Process, Natural over Artificial) I established still anchor the brand's site today.