COACH REBOOT

Global Creative Director, Coach

Making Coach culturally relevant and desirable again was, by necessity, a multi-year international effort. As Global Creative Director for Digital, my role was to translate Stuart Vevers’s creative direction into a cohesive digital experience for consumers worldwide and to lead a strengthened in-house team capable of rethinking every part of the brand’s communication. From product and e-commerce photography to brand experiences, a redesigned global site, social channels, and a dedicated app, we rebuilt Coach’s digital world so it felt modern and resonant for a new generation.

International markets were central to Coach’s growth, and digital became the most effective way to introduce the renewed brand vision at scale. In Europe, culturally attuned collaborations, including the launch with Colette, signaled a more modern and design-focused Coach. In Asia, we developed flexible digital systems that allowed regional teams to localize storytelling while keeping the global narrative intact. This digital-first and globally coherent approach helped restore Coach’s relevance across key markets and supported its evolution from an American accessories brand into a truly global fashion house.

A NEW ERA OF COACH X _____

To create cultural relevancy for Coach we created culturally meaningful collaborations relevant to a trendy adience. We have launched an exclusive collection at Colette Paris, the epicenter of the fashion world .

We also leaned into the classics with a Peanuts collaboration, featuring an AR experience bringing the products to life and immersive in store experiences.

REINVENTING .COM

Along the rich social and branded content created for Coach, we have re-invented the site in a more editorial format and treated it as a zine with new themes every month. The quilt/ americana aesthetic of the brand was greatly influenced by the collage aesthetic the team had established for the website.