As a freelance project with the TJX Companies, my job was to help open the new Sierra Trading Post stores (including the new flagship in Framingham, Massachusetts) and to help elevate the brand look. This involved anything from teaser windows for the new stores, to print ads to lure in new employees, to art directing and conceptualizing entire months worth of content.

Sierra Trading Post Framingham Store
How can we entice and excite new customers, who may never have heard of Sierra Trading Post, to be excited for a grand opening? This teaser window was created to drum up excitement for the new Framingham Store. The brand team requested a window design that would allow for passers-by to be able to peer into the store and see the fixtures going up and stock coming in, while also exciting them with the breadth of inventory; without actually talking about it.

Grand Opening Emails
How can we celebrate and announce the grand opening of Sierra within the other TJX brands as well as through our own brand?