Advertising & Marketing Refresh

What Was The Goal

During JCPenney’s bold rebrand led by CEO Ron Johnson, I contributed to the visual overhaul of the Home department’s direct mail campaigns. Our goal was to shift from price-forward, crowded layouts to a clean, editorial style that positioned the brand as aspirational yet accessible.

I helped design high-impact mailers that told cohesive stories across seasonal trends and home essentials—infusing each layout with clarity, warmth, and modernity. Included: Art/photo direction, set design, graphic design, marketing concepts.

Impact:

• Contributed to a 12% increase in brand awareness during the brand refresh period

• Helped improve direct mail engagement and customer recall through storytelling-first design

• Supported a positive shift in customer perception of JCP’s Home category

Dynamic lighting and composition