Global Brands Group
Global Brands Group is a leading international apparel, footwear and accessories company managing a diverse portfolio of owned and licensed brands across fashion, sport and lifestyle. Within GBG, the Creative Works Studio functioned as an internal creative agency and strategic partner, supporting multiple brands, categories and markets simultaneously.
As part of the studio leadership, I worked across brand strategy, visual identity, content and experience design, overseeing creative output at scale while maintaining brand integrity across regions and channels. The work spanned fashion art direction, digital and e-commerce content, packaging, photography, film and video, supported by consumer insight and sustainability initiatives.
Operating at the intersection of creativity and commerce, the studio played a critical role in helping brands move faster, stay culturally relevant and deliver consistent, high-quality experiences across touchpoints.
“As a global company with employees, suppliers, facilities, customers and consumers in every corner of the world, we feel a deep responsibility to be good corporate citizens. Through our size and reach, we have the opportunity to make signifcant, positive impact. We aim to add business value for our customer and suppliers, focus on our 7,000 employees’ health and well being and help bring lasting change in the communities where we live and work.” Bruce Rockowitz, CEO & Vice Chairman
The Creative Works Studio
Building brands at global scaleGlobal Brands Group is a leading international apparel, footwear and accessories company managing a diverse portfolio of owned and licensed brands across fashion, sport and lifestyle. Within GBG, the Creative Works Studio functioned as an internal creative agency and strategic partner, supporting multiple brands, categories and markets simultaneously.
As part of the studio leadership, I worked across brand strategy, visual identity, content and experience design, overseeing creative output at scale while maintaining brand integrity across regions and channels. The work spanned fashion art direction, digital and e-commerce content, packaging, photography, film and video, supported by consumer insight and sustainability initiatives.
Operating at the intersection of creativity and commerce, the studio played a critical role in helping brands move faster, stay culturally relevant and deliver consistent, high-quality experiences across touchpoints.
“As a global company with employees, suppliers, facilities, customers and consumers in every corner of the world, we feel a deep responsibility to be good corporate citizens. Through our size and reach, we have the opportunity to make signifcant, positive impact. We aim to add business value for our customer and suppliers, focus on our 7,000 employees’ health and well being and help bring lasting change in the communities where we live and work.” Bruce Rockowitz, CEO & Vice Chairman
Aquatalia
Aquatalia is rooted in the tradition of Italian craftsmanship, combining refined design with innovative weatherproof and stain-resistant technology. The brand bridges luxury and functionality, setting a new standard in premium footwear and accessories. Creative work focused on elevating product storytelling while reinforcing Aquatalia’s position as both fashionable and practical.
Photography: Chris Brooks, Fabrizio Amoroso
Aquatalia is rooted in the tradition of Italian craftsmanship, combining refined design with innovative weatherproof and stain-resistant technology. The brand bridges luxury and functionality, setting a new standard in premium footwear and accessories. Creative work focused on elevating product storytelling while reinforcing Aquatalia’s position as both fashionable and practical.
Photography: Chris Brooks, Fabrizio Amoroso
Under Armour
Working on Under Armour’s youth outdoor line, the focus was on inspiring a new generation to reconnect with the outdoors. The creative translated the brand’s performance-driven mission into emotionally resonant storytelling designed to engage both parents and kids while remaining true to Under Armour’s core values of innovation and determination.
Photography: Steven Counts
Working on Under Armour’s youth outdoor line, the focus was on inspiring a new generation to reconnect with the outdoors. The creative translated the brand’s performance-driven mission into emotionally resonant storytelling designed to engage both parents and kids while remaining true to Under Armour’s core values of innovation and determination.
Photography: Steven Counts
TEAM
Global Brands Group, New York
Global Brands Group, New York
CAPABILITIES
- Creative studio leadership
- Brand strategy and visual direction
- Multi-brand identity systems
- Fashion and product art direction
- Digital and e-commerce content
- Packaging design
- Photography and film direction
- Video and motion content
- Consumer insight integration
- Sustainability storytelling
- Global stakeholder collaboration