New Arrivals

I was responsible for developing the creative look and feel for Columbia's New Spring Arrivals campaign across both site and email. I concepted the visual direction — a natural, organic aesthetic rooted in earthy tones and outdoor lifestyle imagery — designed to feel like a genuine seasonal refresh that reflected the brand's connection to the outdoors.

After my concept was selected from a competitive internal review, I led the rollout across multiple touchpoints, ensuring the creative remained cohesive and intentional at every placement. The concept translated into a homepage hero, a women's landing page hero, and a series of emails — each adapted to fit its format while maintaining a unified look and feel throughout.

The work required careful attention to how a single visual idea scales across different channels and contexts — balancing consistency with the flexibility each placement demanded. From the initial concept through to final execution, I owned the creative vision and saw it through to every customer-facing surface.