apparel

about the work

Visual theory, colorization, balance, elevation, fixture-blocking, and story-telling through merchandise categories. Visual merchandising is my favorite art form.

I worked at EXPRESS during a really unique time in the brand’s history. Structure stores, which had been re-branded as EXPRESS MEN just a couple of years earlier, were merged with existing EXPRESS stores - creating one dual-gender brand. Many stores became “dual gender conversions”, meaning they had been single-gender stores and now absorbed the additional gender’s assortment into the existing space, while others were completely new stores. The one consistent was that each store was unique. This was peak visual merchandising training! I became the district’s traveling visual manager - solving architectural challenges, adapting big-bet ideas regardless of store prototype/assortment, and ensuring each store delivered a fully-integrated brand experience.

The following is a sample of my work while at EXPRESS. Photos span multiple stores (and multiple years) and feature store-specific adaptations that I created.