COLDWATER CREEK

CARDIGAN CONCEPT PRESENTATION

concepts  |  branding  |  print

My role: Strategy, Concept, and Design
The Cross-functional Team: Partnered directly with CEO and Creative Director.
Also collaborated with Copywriters, Production Manager, and Merchandising team to balance visual story with inventory priorities.

Challenge & Opportunity

For the Spring/Summer season, Coldwater Creek forecasted the cardigan with its matching shell as a top-five revenue driver.
Historically a high-converting catalog item, the core challenge was to design a multi-issue visual narrative across the season. The strategy required refreshing the classic twinset story to align with the brand’s modernized creative direction, driving repeat engagement without formulaic presentation fatigue.

Strategic & Creative Leadership

End-to-End Conceptualization: Created a seasonal visual strategy for the product line, leading the creative development from initial storyboarding through final layout execution.

Storyboard Sequencing: Developed multi-catalog narrative that evolved color stories based on inventory, styling, and photography across the season to sustain customer interest and purchase momentum.

Merchandise Presentation & Cross-Selling: Strategically structured spreads to highlight the cardigan-and-shell pairing, utilizing visual hierarchy, outfit building, and product anchoring to maximize average order value.

Brand Refresh Integration: Elevated layout structures, and refined typography to modernize a legacy item for the customer.

Business Impact & Strategic Value

Core Asset Revenue Protection: Safeguarded and elevated a key top-five seasonal revenue stream through multi-issue campaign strategy rather than one-off page designs.

Cross-Functional Alignment: Created clear storyboard frameworks that aligned merchandising forecasting, copy direction, and photo production teams around a unified seasonal vision.

Initial merchandise presentation & Seasonal inspiration board

Cardigan Concept Presentation

Highlighting the craftsmanship of the pointelle detailing and coconut shell buttons was a uniqueness the customer looked for. The visual strategy also capitalized on customer affinity for coordinated styling by featuring the cardigan alongside its matching shell and full head-to-toe outfitting. By pairing complete accessorizing concepts with customer testimonials to build purchase confidence, the cardigan presentations elevated a core revenue driver into an engaging, high-converting seasonal story.

Final Printed Cardigan Presentations

Despite the positive internal review of the concepts, the cardigan and shell story were strong enough to stand on their own.
The close up detailing of the hero shots drove home the quality and uniqueness that she, the customer was looking for.