EVERYDAY LIFE ADVENTURES
As Creative Director, I led the development of Martin and Osa — a brick-and-mortar/DTC brand extension of American Eagle targeting an older demographic. Partnering with chief designers Charles and Michelle Martin and the AE executive team, I built the brand from the ground up: the name itself (which I coined, inspired by two 1930s explorers), strategic positioning, identity system, store interiors, communications, packaging, photography, and clothing design. The brand launched successfully but was discontinued following the 2008–09 market crash.
