Centric Brands (previously Global Brands Group)
Centric Brands, formerly Global Brands Group, is a leading global lifestyle brand collective spanning kids, men’s and women’s apparel, accessories, beauty and entertainment. Following the separation, I was seconded to help shape the next chapter of the Creative Works Studio as both a strategic and cultural engine for the business.
The studio functioned as an internal creative agency supporting brand building, content, commerce and culture across a diverse portfolio. Our remit extended beyond execution into marketing strategy, consumer insight and sustainability, helping Centric attract talent, strengthen retention and support long-term growth.
Working across leadership, brand teams and external partners, I helped guide creative direction across fashion visual art direction, digital experience, identity systems, packaging, photography, film and video, while also contributing to broader initiatives focused on innovation, culture and employee engagement.
The Creative Works Studio
Driving culture, creativity and growth at scaleCentric Brands, formerly Global Brands Group, is a leading global lifestyle brand collective spanning kids, men’s and women’s apparel, accessories, beauty and entertainment. Following the separation, I was seconded to help shape the next chapter of the Creative Works Studio as both a strategic and cultural engine for the business.
The studio functioned as an internal creative agency supporting brand building, content, commerce and culture across a diverse portfolio. Our remit extended beyond execution into marketing strategy, consumer insight and sustainability, helping Centric attract talent, strengthen retention and support long-term growth.
Working across leadership, brand teams and external partners, I helped guide creative direction across fashion visual art direction, digital experience, identity systems, packaging, photography, film and video, while also contributing to broader initiatives focused on innovation, culture and employee engagement.
The Centric Brands Studio
Hérve Léger ‘Share the Love’
Dresses so nice they deserve to be loved twice
Hervé Léger partnered with GLAM4GOOD to champion the sustainability of secondhand fashion and its power to build confidence and self-esteem. The initiative invited customers to trade gently worn Hervé Léger garments for credit toward future purchases, extending the life of iconic pieces while supporting women and girls in need.
We created highly engaging original content, shoppable Instagram stories, brand integrations and influencer gifting to bring the program to life. The work balanced luxury storytelling with purpose-driven impact, positioning sustainability as both aspirational and accessible.
Dresses so nice they deserve to be loved twice
Hervé Léger partnered with GLAM4GOOD to champion the sustainability of secondhand fashion and its power to build confidence and self-esteem. The initiative invited customers to trade gently worn Hervé Léger garments for credit toward future purchases, extending the life of iconic pieces while supporting women and girls in need.
We created highly engaging original content, shoppable Instagram stories, brand integrations and influencer gifting to bring the program to life. The work balanced luxury storytelling with purpose-driven impact, positioning sustainability as both aspirational and accessible.
#sharethehervelove
Centric Brands ‘Life At Centric’
Engaging our community and inspiring future talent
Employees expressed a desire for greater visibility into what was happening across the company, its brands and its people. In response, we created #lifeatcentric, an internal and external content platform spotlighting teams, leaders, culture, DE&I and sustainability initiatives.
The platform helped humanize the organization, strengthen internal connection and position Centric Brands as a place where creativity, inclusion and innovation thrive.
Engaging our community and inspiring future talent
Employees expressed a desire for greater visibility into what was happening across the company, its brands and its people. In response, we created #lifeatcentric, an internal and external content platform spotlighting teams, leaders, culture, DE&I and sustainability initiatives.
The platform helped humanize the organization, strengthen internal connection and position Centric Brands as a place where creativity, inclusion and innovation thrive.
#lifeatcentric
Centric Brands Seasonal Campaigns
Through best-in-class design, operational excellence, and outstanding product, we create long-term value for brands
Through best-in-class design, operational excellence, and outstanding product, we create long-term value for brands
#centricbrands
Building a culture of innovation
Centric Brands set out to establish itself as a leader in creative innovation, supporting innovators both inside the company and across the industry. We helped build an ecosystem designed to cultivate innovation capability internally, create pipelines to emerging technologies externally and foster a culture of learning and experimentation across the employee population.
Centric Brands set out to establish itself as a leader in creative innovation, supporting innovators both inside the company and across the industry. We helped build an ecosystem designed to cultivate innovation capability internally, create pipelines to emerging technologies externally and foster a culture of learning and experimentation across the employee population.
TEAM
Centric Brands, New York
Centric Brands, New York
CAPABILITIES
- Creative studio leadership
- Brand strategy and identity systems
- Fashion and product art direction
- Digital, retail and e-commerce content
- Culture and innovation platforms