In early 2015, I joined the personal styling service, Keaton Row, as the Creative Director to work with the executive team to redefine the brand, service, and technology, and transition the company from a direct sales, affiliate-link marketplace to a premium, omnichannel styling experience. The new identity was built on a buy less, but better approach to style that bucked the trends of fast fashion and offered a premium, white-glove personal styling experience to help women develop their unique styles and build capsule wardrobes comprised of versatile essentials.

To visualize the new direction of the company, I redesigned the public web experience to illustrate the personal styling service and present the luxury product offerings without betraying the accessibility of the free membership. The redesigned marketing pages and lifestyle editorial magazine led to a dramatic 40% increase in signup conversions within the first month, finally resonating with the high-end market clientele the company had been trying to reach for years.

Aiming to bring the traditional, high-touch personal styling experience online, we built a chat-based dashboard for our clients to communicate directly with and receive product recommendations from their stylists. To make styling recommendations, stylists would assemble looks and capsule wardrobes of products from our new fashion boutique and our affiliate partners, Saks and Shopbop, and push them into each client's style timeline. And just as styling sessions go in person, clients could shop their recommendations from our e-com platform without interrupting the styling dialogue.

As a final note to celebrate a year of evolution for the company, I directed and shot a holiday lookbook featuring products from our boutique's seasonal cocktail collection. The lookbook was pushed to all of our clients' timelines as a starting point for their winter styling sessions with their stylists.