Colorful! Mixable! Maximal!
The success of Anna Sui the previous Fall meant expectations were high for the latest Old Navy collaboration with New York-based designer Christopher John Rodgers. Thankfully, the digital creative playbook I’d established meant that agency relationships were formed and creative reviews and hand-offs went smoothly.
This new collaboration also worked to establish a pattern customers could recognize; along with our evergreen offerings in denim and active, they could also anticipate limited collections from top designers with exciting talent at an incredible price. The bright, playful use of color and pattern gave so many opportunities to play with shape and movement in digital assets. The energy of Kimora Lee Simmons and her daughters Ming and Aoki brought the mix of sophistication, joy, and value that characterizes an Old Navy brand collaboration.
I used the graphic package created by LOOK to create digital assets across site, email, cardmember exclusives and e-commerce. I also directed junior members of our team to create PR invites and product look books based on the design look and feel I’d set.
The numbers: Outpaced Anna Sui’s entire performance and made 3.62 million in its first week. Many items sold out in cardmember pre-sale with no restock, driving demand and creating more momentum with customers for future collaborations.
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