Harry Rosen Brand Refresh

Repositioning a Canadian luxury retailer for a new generation.

As part of Harry Rosen's broader brand transformation, I led the in-house creative team in evolving the visual and verbal expression of the brand while preserving the authority and heritage it had built over more than six decades.

The creative strategy balanced luxury with a more contemporary, culturally relevant point of view. We developed a cohesive brand system spanning typography, art direction, photography, editorial, tone of voice and digital design, creating a framework that could flex across campaigns while remaining unmistakably Harry Rosen.

I oversaw the creative expression across e-commerce, digital, social, editorial, CRM, retail environments and seasonal campaigns, working closely with marketing, digital, merchandising and external creative and production partners.