The challenge was clear. WSS, formerly known as warehouse shoe sale, had once been know as a discount retailer, but now want to be respected and know as an actual brand.  As Creative Director, I collaborated and reported to the CMO on all marketing campaigns and calendar executions of seasonal rollouts. We redefined what it meant to be an urban shoe retailer and also to showed how a retailer could fit into the vast and growing array of cultural possibilities in the digital and print world.  My direction and teamwork currently influences +80 retail locations within California, Nevada and Arizona.


For me, it was crucial for the new WSS identity to be branded consistently across all 80+ stores and at the same time present each shoe brand as unique and worthy of respect. I created a unique customer experience by setting the overall visual tone for all stores, built and oversaw the company's retail directional signage program, implemented advertising including national and local campaigns, outdoor billboards and transit as well as all facets of marketing collateral such as direct mail cards, invitations for fundraisers, brochures, newsletters, and annual reports.



Online, WSS new presence was focused on the visitors’ experience before, during and after their time at stores. This meant more room for the experience, visuality and a strengthening of their branding through the use of the same design elements as in their other activities. We made sure the WSS site worked on all platforms so that is would be there when users needed. Our research showed that 90% of the traffic to the site was done on mobile devices.

Repositioned e-commerce completely separate from store ops into a full omni channel model providing the customer with a seamless shopping experience. Creatively drive e-commerce, enhanced social media outreach. Directed all daily and seasonal photoshoots, for companywide rollout on all platforms.


While the product WSS carries is important, leaving the right impression about WSS is crucial. The task was to spark peoples curiosity and inspire them to look at WSS as more than just another shoe retailer. Shop-in-shop, store-within-a-store, in-store shop, concession, in-store concept.

Whatever you call the concept, they could be defined as a designated space within a host retailer that is dedicated to a specific consumer brand, allowing them to sell goods under their own brand name. We took a strategic decision in designing shop-in-shops for specific brands, which gave WSS a much broader appeal to the public in general.

Partnered and developed alongside the visual merchandising team and manufacturer on process, brand standards, production coordination, and installation fulfillment direction. Managed internal creative team and all external creative agencies. Brought revenue streams through new business like: - 22,000 sq ft. flagship store $10m. /yr.


With hundreds of sneakers released over the last three decades, Air Max are one of Nike's most successful lines. Now, Nike recognizes March 26 as Air Max Day. To help celebrate, we create this print and digital campaign. I lead the art direction for this project which resulted in over 86% increase revenue across all stores. This helped in defining the DNA of the company and elevated the WSS brand. 


The holiday season is the biggest time of year for retailers of all shapes and sizes, and can account for as much as 30 percent of a WSS annual sales. My primary focus was putting together a creative and talented cast and crew, and turning our story ideas into profitable commercials. We collectively chose a more whimsical approach for our broadcasted TV commercial which resulted in 2015 being the companies highest revenue season within the past 30 years!


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