Driving Sales Through Style

Overview

As Art Director at Bloomingdale’s, I led the creative direction for more than a dozen seasonal catalogs each year, spanning fashion, accessories, and luxury home goods. These campaigns were a cornerstone of the brand’s omnichannel marketing strategy, designed to inspire customers, strengthen brand affinity, and drive in-store and online sales.

Approach

I combined editorial storytelling with commercial strategy to create catalogs that not only looked beautiful but also sold product. Working closely with the marketing, merchandising, and e-commerce teams, I ensured each layout and image sequence guided the customer journey from inspiration to purchase.
My responsibilities included:

• Creative strategy and concepting aligned with seasonal business goals

• Art and photo direction in collaboration with top photographers and stylists

• Editorial design and typography systems that reinforced Bloomingdale’s modern, aspirational brand voice

Impact

Each catalog served as both a marketing tool and a brand expression, balancing commercial appeal with high-end aesthetics. My direction helped ensure every piece aligned with Bloomingdale’s brand values while remaining fresh, fashion-forward, and visually compelling season after season.