Creating Haverdash

In February 2019, while Creative Director at CaaStle, I was tasked with creating a brand new clothing rental subscription service for budget-conscious, on-the-go millennials. The catch? We needed to launch by May 15!

Admittedly, the ask felt daunting, so it required a highly organized approach. First, I named the brand, created the voice, and crafted a unique visual direction in just 2 weeks. Next, I lead the development of brand guidelines, photography guidelines, and styling guidelines. Once the on-figure product photography was underway, I shifted focus to overseeing the development of the website design, product copy, and guest and member email flows. Finally, the Creative team punctuated the project with marketing emails, PR talking points, and a social media campaign.

We launched on-time and created a vibrant, affordable service that is consistently named a top clothing rental subscription by Refinery29, Cosmopolitan, Good Housekeeping, and others!