J.L. POWELL

ENDANGERED SPECIES DIGITAL & PRINT CAMPAIGN

concepts  |  print  |  digital

Challenge & Opportunity

J.L. Powell (later becoming “True Measure of a Man”), a high-end men’s apparel and accessory brand catering to affluent, sports-minded consumers (average age 60, household income $200k+). The customer required an integrated visual strategy for its annual “Endangered Species Sale.” The primary objective was to drive high-volume inventory clearance across print and digital channels while maintaining the brand’s luxury, bespoke positioning and strictly adhering to unique customer preferences, such as headless model framing.

Strategic & Creative Leadership

Cross-Channel Campaign Conception:
Led the end-to-end creative direction for the annual sale event, managing merchandise layout, visual storytelling, and strategic SKU placement across print catalogs and digital channels. Referenced demographic insights to visual execution, maintaining the brand’s signature headless model art direction to align with customer response data and preserve brand trust.

End-to-End Print Operations:
Designed, produced, and prepped seasonal and Endangered Species catalog and Clearance inserts. Handled color retouching and direct press proof approvals with the printer to ensure flawless production quality.

Digital Ecosystem Execution:
Created supporting e-commerce assets, including landing pages, hero banners, product thumbnails, and category header graphics to create a seamless print-to-digital promotional experience.

Business Impact & Strategic Value

Accelerated seasonal inventory clearance across luxury apparel and high-ticket technical gear without diluting brand equity. Unified print and digital touchpoints to capture maximum share of wallet from a high-net-worth customer segment during a key revenue window.

My Role: Concept, Art Direction, Production, Vendor Management
Team Collaboration: Partner directly with CEO and Creative Director, Merchandiser

Dotcom Campaign Elements: Homepages, Product Thumbnails, Category Headers

Print Campaign Elements: Concepted & Designed Catalog Spreads with Clearance Insert