CUSTOM MERCH

Role: Creative & Art Director, Product Developer, Merchandiser

CLIENT: Walmart Canada

ABOUT PROJECT: Designed and curated a 16-ft self-care program for Walmart Canada’s cash wrap/impulse section for Q1. Led the creative and art direction by creating mood boards to guide design vision and highlight key trends. Developed product offering and crafted value-driven gift sets and kits, working closely with the buyer to fine-tune and finalize the assortment. Selected fabrications, finishes, prints, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met. 

CLIENT: Target

ABOUT PROJECT: Designed and curated a Valentine's Day collection for Target's Bullseye section (C Spot), leading the creative and art direction through detailed mood boards to establish the design vision and highlight key trends. Developed product offering and sets, working closely with the buyer to fine-tune and finalize the assortment. Selected fabrications, finishes, prints, typography, and color palette. Partnered with the Design team on CAD development and packaging design, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met.

CLIENT: Big Lots

ABOUT PROJECT: Designed and curated a picnic-inspired collection for for U.S.-based retailer Big Lots’ queue line section, guiding the creative and art direction with mood boards to define the design vision and highlight key trends. Developed product offering and crafted value-driven gift sets, working closely with the buyer to refine and finalize the assortment. Selected fabrications, patterns, finishes, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals. Additionally, adapted key items from this collection for Walmart Canada’s impulse section, ensuring alignment with their customer base.

CLIENT: 99 Cents

ABOUT PROJECT: Designed and curated a fall/winter collection for U.S.-based retailer 99 Cents, leading the creative and art direction with comprehensive mood boards to establish the design vision and highlight key trends. Developed product offering and crafted value-driven gift sets, working closely with the buyer to fine-tune and finalize the assortment. Selected fabrications, finishes, prints, icons, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met.

CLIENT: Five Below

ABOUT PROJECT: Designed and curated a fall/winter collection for U.S.-based retailer Five Below, driving the creative and art direction with in-depth mood boards to define the design vision and highlight key trends. Developed product offering and crafted value-driven gift sets, working closely with the buyer to refine and finalize the assortment. Selected fabrications, finishes, patterns, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met. 

CLIENT: Big Lots

ABOUT PROJECT: Designed and curated a holiday collection for U.S.-based retailer Big Lots for their queue line section, leading the creative and art direction with detailed mood boards to establish a design vision and highlight key trends. Developed product offering and crafted value-focused gift sets, working closely with the buyer to fine-tune and finalize assortment. Selected fabrications, finishes, patterns, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met.

CLIENT: Five Below

ABOUT PROJECT: Designed and curated a sidewinder holiday collection for U.S.-based retailer Five Below, setting the creative and art direction with comprehensive mood boards to build a cohesive design vision and highlight key trends. Developed product offering and crafted value-driven gift sets, working closely with the buyer to fine-tune and finalize the assortment. Selected fabrications, finishes, and color palette. Partnered with the Design team on CAD development, collaborated with with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met. 

CLIENT: Big Lots

ABOUT PROJECT: Designed and curated a holiday collection for U.S.-based retailer Big Lots for their $5 and Under section, setting the creative and art direction with comprehensive mood boards to build a cohesive design vision and highlight key trends. Developed product offering and crafted value-driven gift sets, working closely with the buyer to refine and finalize the assortment. Selected fabrications, finishes, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met. 

CLIENT: Big Lots

ABOUT PROJECT: Designed and curated a Christmas collection end cap for U.S.-based retailer Big Lots, setting the creative and art direction with comprehensive mood boards to build a cohesive design vision and highlight key trends. Developed product offering and crafted value-driven gift sets, working closely with the buyer to fine-tune and finalize the assortment. Selected fabrications, finishes, patterns, prints, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met.

CLIENT: Target

ABOUT PROJECT: Designed and curated a kids novelty bath collection for Target's Bullseye section (C Spot), leading the creative and art direction through detailed mood boards to establish the design vision and highlight key trends. Developed product offering working closely with the buyer to fine-tune and finalize the assortment. Selected materials, characters, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals as well testing the products in house, ensuring quality and value standards were met. 

CLIENT: Loblaw

ABOUT PROJECT: Designed and curated a holiday drop of hair accessories in shelf-ready PDQs for Canadian retailer Loblaw, establishing the creative and art direction through comprehensive mood boards to build a cohesive design vision and highlight key trends. Developed the product offering and crafted value-driven gift sets, working closely with the buyer to refine and finalize the assortment. Selected fabrications, finishes, and color palette. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standard were met. 

CLIENT: 99 Cents

ABOUT PROJECT: Designed and curated three spring/summer themed collections in PDQs for U.S.-based retailer 99 Cents that focussed on bridal, pride, and beach. Led the creative and art direction with comprehensive mood boards to establish the design vision and highlight key trends. Developed product offering and crafted value-driven kits, working closely with the buyer to finalize the assortment. Selected fabrications, finishes, prints, patterns, and color palettes. Partnered with the Design team on CAD development, collaborated Sourcing on product development, and coordinated with QC on sample approvals, ensuring quality and value standards were met.

CLIENT: Five Below

ABOUT PROJECT: Designed and curated a planogram of hair accessories and HBA for U.S.-based retailer Five Below, spearheading the creative and art direction while strategically merchandising products for maximum visibility and sales. For each section, I accounted for precise measurements, peg capacity, colorway counts, and item facings, leveraging past sell-through reports to optimize product arrangement. Developed the color scheme, designed the packaging, and created the planogram layout while working closely with the buyer to finalize the assortment. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC to ensure all samples met quality and value standards.

CLIENT: Big Lots

ABOUT PROJECT: Designed and curated a fashion spinner program for U.S.-based retailer Big Lots, focusing on four themes: Animal Print, Elevated Essentials, Healthy Hair, and Bejeweled. Each theme was thoughtfully crafted to reflect key seasonal trends. I led the creative and art direction for the program, developing the product offering and collaborating closely with the buyer to refine and finalize assortments. Selected fabrications, finishes, prints, and color palettes, and strategically merchandised each side of the display, as shown below. Partnered with the Design team on CAD development, collaborated with Sourcing on product development, and coordinated with QC to ensure all samples met quality and value standards.