“It didn’t seem fair… I thought it was impossible to find clothes that could fit me.”

As the founding Creative Director at Blank Label, I had the opportunity to set a course – to make it more desirable and differentiated by design.

I recognized the consumer brand’s central truth: it could leave the mass-produced fashion flatland behind and rise to affirm individual dignity. With custom-made clothing, Blank Label achieves a degree of personal fit that makes each body-type or fit preference look its absolute best, and restores a personal connection to the wardrobe experience.

I delivered higher standards across the entire communication design and product experience by leading customer development, creative brand strategy, an in-house media/content studio, style & merchandise, retail service experience, and user interface both externally and internally.

Within two years of work, Blank Label’s startup product line was shaped into a comprehensive and meaningful brand experience, making the transition from complicated features and empty messaging to easy touch points and emotive human narratives. The company emerged with a new sense of organizational purpose and creative product quality, in turn multiplying its business growth and winning the award for “Boston’s Best: Men’s Suits” back-to-back in its first two years as a retailer.