Objective:
Redefine The Children’s Place brand voice for modern parents and Gen Alpha — encouraging individuality, confidence, and playfulness through fashion storytelling.

Strategy:
Developed a creative platform — “Be That Kid” — celebrating every version of childhood. The campaign invited parents to embrace their child’s evolving identities while positioning The Children’s Place as a style partner for every phase of growing up.

Impact:

• Strengthened emotional brand recall and parent affinity resulting in 50% higher digital sales of the latest back-to-school line.
• Increased engagement across digital and in-store touchpoints by over 25%.

Role:
Led creative concepting, campaign messaging, and cross-channel storytelling.