Bringing the Brand In-Store: Rockport Retail & Environmental Design
MY ROLES:
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Graphic Design
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Retail Art Direction
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Press Production
TEAM CREDITS:
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Karen Shaheen, Brand Manager
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Ashlee Benner, Creative Operations Manager
AGENCY CREDITS:
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Madwell
As Rockport shifted toward a more ecommerce-focused model, retail storytelling and brand consistency remained critical across physical touchpoints. I designed seasonal in-store visuals and fixture concepts that blended lifestyle imagery with product storytelling, translating performance-driven footwear into approachable, modern narratives.
SS17' Trade Show
Summer road trips, with all their energy and optimism, drove the season's creative direction. Our team transformed the tradeshow space through large-format environmental graphics, creating an inviting summer destination that made visitors feel ready to embark on their next adventure.
As the designer of the main women's feature graphics, I curated and edited the Total Motion display to command attention. These visuals, combined with our team's surrounding environmental designs, positioned Rockport's spring/summer collection as the ultimate companion for summer wanderlust."
FW19' Fashion Boots
For Harry's Shoes' Fall/Winter 2019 window display in New York City, I created a bold narrative celebrating fashion boots and the confident personalities who wear them. The display was designed to stop pedestrians in their tracks, drawing them into a visual story of fearlessness and style. I curated every element, from sourcing props to designing a space that commanded attention from the bustling Manhattan streets, capturing the essence of the modern, self-assured urban dweller.
SS20' Let's Walk Campaign
As Rockport introduced its new comfort-first walking shoe collection, the creative needed to strike a balance between tech-forward performance messaging and everyday style. To support the launch of Rockport’s Let’s Walk collection, I led art direction for the SS20 campaign, including retail environments and environmental graphics, that brought the brand’s spring chassis innovation into physical space. The campaign tagline—“Spring Forward”—served as both a seasonal nod and a product promise, highlighting the energy return built into every step.
All work
