the pace was real-time. launches were influenced by tom brady’s live appearances, media coverage, and press. the brand needed a creative system that could: translate identity consistently across every channel—email, paid, socials, retail • produce high-quality assets at rush speeds (often < 24 hours) • a/b test and iterate weekly to lift kpis • coordinate creative to internal teams and retail partners without drift in brand(ing).
the answer: codified brand standards, a modular creative library, and a sprint cadence that kept identity tight while still executing & iterating a/b tests at speed.
brand stewardship & guidelines • campaign creative + monthly drops • email, paid, and social systems (a/b creative & ops) • asset ops (retouching, versioning, delivery cadence) • production design for retail & partners • cross-team collaboration (internal + retail)
creative throughput translated to commercial lift. weekly a/b cycles improved performance across email, paid, and socials; identity stayed consistent across channels and partners. ex: when a press spike hit after tom wore an unreleased piece—a 24-hour sprint shipped a full campaign (assets, ads, email, landing) and quickly became one of the most successful merch drops to date.
this was design leadership at speed: taste with rigor, and a system that could run day-to-day.
other projects.
(2016-25©)
